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Is UGC calculated as Total – Paid – Owned? Or is there a different formula?

How Winnin defines and separates UGC, Owned, and Paid content categories.

Screenshot 2026-02-25 at 09.18.38

Not exactly.

In the early days of the methodology, only UGC and Owned content existed. Later, Paid content was introduced as a separate classification.

Here’s how each category is defined:

  • Owned: Content published through the brand’s official channels.

  • UGC (User Generated Content): Videos that reference the brand but are not published through official brand-owned channels.

  • Paid: Sponsored content, identified separately based on specific criteria.

In the current product logic, when UGC is displayed, Paid content is NOT included within it. UGC strictly refers to organic, non-owned, non-sponsored content.