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content comes from the same work-production space that copy does (as in written prose, not as in Xerox). It's stuff that is regarded as product for consumers
This is shop talk that shouldn't be used out in public, but we have the internet now so it leaked and is part of the common parlance. Sadly, it does belie the perception of content as product, rather than art or otherwise the result of a creative, generative process. And it does belie the view of viewers as money cattle that have to be coerced into buying, strangely independent of the workforce they don't pay enough to be able to buy and enjoy their own products.