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It's a growing trend. Viewers are our customers, but so are advertisers. And advertisers want different ways to reach our viewers.

There's probably a way to use that great content and to live under the radar now and then in order to reach a new audience. That's the thinking I'm talking about.

When people are making the decision to put a piece of content online, they really do truly want to get it in front of the largest audience.

There are lots of new products and new services making adding content easier. But there's not many people on the other side helping users digest that content.

I think we have to recognize as an industry that users have a lot more choices and can click away to a lot more media. As a result, the advertising we create really needs to be something users want to see.

Content is often the reason users come to your site.

We have to understand that content is king now. And it doesn't matter what the source of the content and where it's coming from, as long as it is workable.

The growing demand for content across our platform delivers bigger payouts to our contributor base and encourages them to upload fresh content to Shutterstock, further facilitating the network effect of our business.

The original idea was to make it easy to publish content on the Web and find an audience. What we learned from publishers is that the thing they want the most is more readers and more revenue.