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May 27, 2024—Ottawa, Canada—MASV (massive.io), the fastest large file transfer platform for media professionals, has found that while 85% of consumers rely on user-generated content (UGC) before making a purchase, nearly half of creators who work with brands or influencers have had their UGC videos used without permission.That’s a potentially big problem for brands who want to work with the fast-growing creator community, because nearly 95% of creators say brands should ask for permission before using their content. And nearly 70% say that brands who use user-generated video without permission aren’t trustworthy.  “Between generative AI using copyrighted works for training purposes and content theft in the UGC market, there’s a significant and growing threat to content creators’ intellectual property rights. Content owners need to take action to assert their IP rights or they risk losing control,” said MASV CEO Greg Wood. “For brands, the risks of stealing content are significant and under-recognized. Infringing on creators’ IP creates legal risk, but the threat to a brand’s reputation and alienating the creator community may be the greater concern.”  Other key findings of the report include: Another 70% of creators said they were disappointed in the brand or influencer who used their content without permission. Nearly three-quarters weren’t paid for the use of their UGC video in marketing campaigns, and around 35% hadn’t even received credit. Nearly 40% of creators say they know another creator who has had their content used without permission. And nearly half of creators say brands or influencers either didn’t respond when alerted to their use of unauthorized content, or only removed the content after a significant delay....