As suggested in the definition section, UCC may often be a non-commercial phenomenon. The vast majority of user-created content is created without the expectation of profit or remuneration. Motivating factors include connecting with peers, achieving a certain level of fame, notoriety, or prestige, and the desire to express oneself. Defining a value-chain for UCC in the traditional, commercial sense as done in the case of other OECD studies of digital content sectors is thus more difficult. This analysis of business models and value chains is therefore a snapshot of emerging approaches which has to be revisited.