Growth have been fairly organic . number of contributors grew by 28 percent this year. there are a lot of users so given that a percent of them will do some form of advocacy that will probably lead to more users and there will be a relatively large amount of people saying they adopted it.
Some types of content might take days to research or work on and might not have the audience to allow monetization by ads . mitra exists for those types of things and is open source unlike this project (it seems).