In the earlier days of the Internet, tech companies relied on free content to attract users. As the volume of digital content surged, however, quality did not necessarily keep up. It was a struggle to weed through low-quality content, and the time-poor, money-rich in China were willing to pay someone else to do the curating. This was when Ximalaya invited users to become hosts themselves and began to leverage their reputation to charge a fee for their content. With high accessibility, a growing awareness of intellectual property among Chinese netizens, and the convenience of mobile payments Ximalaya got the Chinese to pay for digital content. Ximalaya now has over 5 million hosts who curate and advertise their content, driving sales for the company as a result.