Abstract
Internet is ubiquitous today and a part of almost every human endeavour. Web 2.0 has ushered in an era of widespread participation and communication on the internet. This has given rise to User Generated Content (UGC) which is created, accessed, modified and uploaded by the users. This has opened up many avenues; one among them is online content publishing with revenue sharing. This study is an attempt to study this nascent industry and get insights into their business models and make strategy recommendations for success. We prepared four case studies, three of the dominant players in the industry and one platform started and run by the authors themselves. An online survey was also conducted to study the perception of the customers. We recommend more promotional efforts to increase awareness, greater mobile platform optimization, advanced SEO strategies, multiple language support and easier and more transparent revue sharing process.
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