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Media execs: 40% of content user generated in 3 years

During the IFRA Expo, the content management company Polopoly asked 3,000 European executives in media about their thoughts on user generated content. The respondents said that they believe that 40 per cent of their content could be user generated within three years (in Swedish here). Earlier this year an Accenture study said that “media and entertainment executives see the growing ability and eagerness of individuals to create their own content as one of the biggest threats to their business”.

Disclosure: I used to work at Accenture.

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