A fascinating study from Forrester Research has just come out to show that while worldwide adoption of social media is exponentially increasing, content creation itself has experienced no growth in the past year.
Now, this actually makes a whole lot of sense. It’s supply and demand. There is so much great content now readily available to the masses. Why make your own stuff, that’s probably worse, when you can spend all day finding and spreading really great stuff?
The numbers behind these stats? 33% of U.S. consumers watch user-generated video. But only 10% actually create original content themselves. That’s 1 producer for every 3 consumers. And maybe that’s enough. After all, there’s only so many hours in the day to watch cats fall off furniture on YouTube. Not enough time to film my own.