User-generated content is integral to the online experiences of millions of U.S. Internet users. From entertainment to communications to e-commerce, consumers are increasingly in charge of the creation, distribution and consumption of digital content.
By 2013, nearly 155 million U.S. Internet users will consume some form of user-created content, up from nearly 116 million in 2008, per eMarketer.
The numbers of user-generated content creators will grow by similar proportions, reaching 114.5 million in 2013, up from 82.5 million in 2008.
Marketers want to advertise next to content they can trust, so this frenzy of nonprofessional content generation is not likely to produce adequate monetary rewards. Advertisers continue to shy away from attaching their brands to unpredictable content.