The Web 2.0 phenomenon has prepared new ground for related scientific entities, including User Generated Content (UGC). The successes of Wikipedia, YouTube, and MySpace in particular have stirred lively conversation about various aspects of that phenomenon, similar to the recent situation during which open source software (OSS) first drew wider attention. The value creation process of OSS and UGC production is neither market nor hierarchy based but rather constitutes a third production mode, often called peer production (Benkler 2006). Why do people invest time, effort, and money to produce objects (e.g., software, content) without getting paid in return, as would be expected in traditional markets or firms? In terms of OSS, a growing body of research improves our understanding of the economics behind open software production, but with regard to UGC, much remains to be learned. With the help of an empirical research setting, we study user motivations to produce content, then link these results to current knowledge about user motivations in OSS production.