This research-in-progress paper investigates how emergent social technologies and platforms enable value co-creation in the creative content ecosystem. Co-creation is significant in Information Systems literature, as it embeds the entrepreneurial, business and economic values of digital businesses such as the creative content ecosystem. While existing literature exploring value co-creation from a marketing and managerial perspective is not uncommon, they do not explore how value co-creation is enabled by emerging creative content ecosystem. In this study, we utilise a mixed method of case study and netnography within the digital context of Wang Hong to explore how value is generated through co-creation by consumer-turned creators. The proposed study aims to fill the gap in literature by using a qualitative study to investigate how creative content industries enable value co-creation.