It's probably worth noting that there's a vast middle ground between hardcore Trekkies, who know every old episode by heart, and total newbies who have never seen a STAR TREK movie or tv show before. The real audience is mostly composed of people who have a casual familiarity with Trek, and fond memories of some of the earlier shows and movies, but don't own a copy of THE STAR TREK ENCYCLOPEDIA and have never been to a Trek convention. They know Kirk and Spock and Klingons and Khan, and transporters and phasers, but probably not what the Dominion War was or who T'Pring is . . . .
The hardcore Trekkies and total newbies are the extreme ends of the spectrum. Most of the audience is somewhere inbetween.