 One of the most intriguing questions we face is, why is it that the content ecosystems in some of the emerging markets are not as developed as in the West? For example, in America, a typical user is accessing content at the rate of 230 pages per click or per view. Now, if you go to Africa, this number is 32, so there's a big gap and we wanted to understand what causes the gap. So, instead of this trying to do this on a qualitative basis, we went empirical, we created a content ecosystem index, we measured 80 countries across six categories and tried to understand what drives a content ecosystem from stage one to stage two to stage three. And what we found is effectively, it's a sustainability of the ecosystem that matters. Effectively, somebody has to pay for the growth. If it's not your shareholders, which is what is happening in the West, it has to be the government, it has to be the ad market, or it has to be the civil society. In the emerging economies, more and more we are realizing there's simply not enough money to create a sustainable ecosystem from shareholders alone. Governments have to step in and play a big role, and that's what the chapter is about.