The vast majority of people on the web are consuming content. They are watching movies, reading news, listening to music, playing games, etc. All of it is some form of consumption of data. From the moment they turn on their smartphone to that last login on their computer, their day is influenced by the content they absorb. This isn’t entirely new. We’ve been in the daily habit of consuming mass media for at least 100 years. Our tools are just getting faster and better. And consumption drives the boat. Why? Because the web democratizes consumption in a way that has never been done before.

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The smaller (but still massive) group of people are sharing content. This is the sweet spot. This is the thing companies are desperate to capture and monetize. It’s what can drive a video or article from zero to millions of views almost overnight. And its done without going through the traditional channels—channels that have significant barriers to entry. It’s also the simplest way for the common man or woman to contribute to the dialogue and feel a part of the story. There are an infinite number of stories being told out there—products, companies, games, sports, our very lives, moment-to-moment. Sharing is the fleeting heart of the web. It’s becoming ever easier to do and it is psychologically satisfying.

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The last (and smallest) group of people are creating content. These are the people who create the art, music, stories, games, cartoons, blog entries—the list goes on. It may seem like there are an infinite number of voices out there, but there is room for so many more. The previous gatekeepers and barriers to entry—publishers, newspapers, studios, universities, large corporations—they are all still there. But they don’t really hold the keys in the way they used to. The costs to create and communicate are just not that high anymore. And we don’t need their permission.

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There are people out there who want good content to consume. There are people out there who have a need to belong to the conversation—they want something worth sharing. There is space for those who are ready to create.

We simply need to fill it.