Nearly Half of Creators Say Their User-Generated Content Is Stolen by Brands, 2024 Survey Finds

MASV, a large file transfer platform for media professionals, revealed that while 85% of consumers rely on user-generated content (UGC) before making a purchase, nearly half of creators have their UGC used without permission by brands or influencers.

The survey shows that 95% of creators believe brands should ask for permission before using their content, and 70% feel brands that steal UGC are untrustworthy. This issue poses legal and reputational risks for brands.

Key findings include that 70% of creators are disappointed when their content is used without permission, nearly three-quarters weren't paid for unauthorized use, and 40% know others affected by this issue. Despite this, nearly half of marketers see little to no risk in using such content without consent.

Consumers find UGC more trustworthy, with 81% favoring it over official content. In response to its growing importance, 98% of marketers plan to maintain or increase their UGC video budget in 2024. The report advises brands to use content upload portals with customizable terms to avoid legal and reputational risks.