The spread of UCC and the amount of attention devoted to it by users appears to be a significant disruptive force for how content is created and consumed and for traditional content suppliers. This disruption creates opportunities and challenges for established market participants and their strategies. The more immediate economic impacts in terms of growth, entry of new firms and employment are currently with ICT goods and services providers and newly forming UCC platforms. New digital content innovations seem to be more based on decentralised creativity, organisational innovation and new valueadded models, which favour new entrants, and less on traditional scale advantages and large start-up investments.