The advent of new media technology has catalyzed the proliferation of internet-based content creators. Implementing monetary reward mechanisms on user-generated content (UGC) platforms has facilitated the growth of a knowledge-based gig economy. Nonetheless, previous research necessitates a more comprehensive examination of value realization from the perspective of content creators on UGC platforms. This study develops a theoretical model elucidating the relationship between content creators’ behavioral characteristics and their value realization on UGC platforms. Utilizing data from 971 prominent video creators on the BiliBili platform, the findings reveal that content creators’ interactive enthusiasm and originality significantly enhance explicit and potential value realization. The degree of activeness positively influences explicit value realization, whereas no significant association is observed with potential value realization. These findings have important implications for practitioners who manage UGC projects and creators.