User-generated content (UGC) has become a primary creative input for paid media advertising across major digital platforms. Despite rapid growth in commercial demand for creator-produced assets, the field lacks a consolidated framework for licensing structures, usage rights classification, and economic valuation of UGC in paid media contexts. This study examines how licensing terms govern the commercial use of UGC assets, how usage rights categories affect asset pricing, and how brands and creators can apply systematic valuation approaches when negotiating paid media deals. A systematic literature review and comparative case analysis of creator economy reports, platform policy documentation, and academic research published were used as the primary methodology. Results show that usage rights scope, exclusivity level, and platform-specific amplification permissions are the three variables with the greatest influence on UGC asset price. The study proposes an original valuation matrix that integrates performance indicators with contractual license parameters. Findings will be of direct interest to brand marketers, creator economy practitioners, media buyers, and researchers studying the economics of digital advertising.

user-generated content, UGC licensing, usage rights, paid media, creator economy, content monetization, digital advertising, intellectual property, performance marketing, platform advertising.

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