Online content creators are not all created equal
Consumer segmentation by creative ability
The majority of the online population is not actually creating content, they are just consuming it with greater or lesser involvement. Back in 2006, Jakob Nielsen introduced the participation inequality theory that stated that most users of a web community did not participate in content creation, preferring to lurk in the background, while a tiny minority of more vocal and creative users (1%) accounted for a disproportionately large part of the activity. This theory was often anecdotally cited by online giants such as Wikipedia when explaining models reliant on user participation.