Systems and methods for enabling and rewarding collaborative content creation are described. The method comprises, playing back live video provided by an over-the-top (OTT) provider to a user, receiving, from the user, a command to crop and modify a portion of the video comprising a subject, generating user-generated content based on the command, publishing the user-generated content to a plurality of users, determining whether the user-generated content is republished a threshold number of times during a republication period, and in response to determining that the user-generated content is republished the threshold number of times during the republication period, unlocking access to content from the OTT provider for the user that relates to the subject.