Revenue growth is propelled by growing brand awareness (including the genericization of “OnlyFans” to mean intimate creator subscription), the addition of high profile creators such as Cardi B, Bella Thorne, Denise Richards, Carmen Electa, Larsa Pippen, Tyga, DJ Khaled and Fat Joe (some of whom do not offer any pornographic content), regulatory action that has (quite rightly) forcing many X-Rated market leaders to delete the majority of their catalogues (much of which was uploaded without any compliances processes whatsoever) and undertake laborious know-you-customer processes for new uploads, and the decisions of social media networks such as Reddit and Tumblr to ban (or de facto ban) pornography, which created an addition market vacuum while also compelling creators with large followings to actively redirect their fans to an alternative. More broadly, many OnlyFans creators now treat sites such as Reddit, Imgur, Instagram, TikTok, and Twitter as “front doors” for OnlyFans customer acquisition. In most analogous cases, platforms rebel against creators who try to redirect their audiences (or their spend) to rival services – or at least try to launch an integrated feature/offering that might displace an alternative. However, none of these sites compete with OnlyFans directly (what’s more, they usually ban pornography), and thus they typically allow this behavior as long as it complies with their terms of service and is not too overt. Moreover, these platforms tend to benefit from the investment of OnlyFans creators as it results in (often highly viral) content that they don’t need to pay, explicitly encourage, or involve themselves with.
Another reason for OnlyFans success is its high revenue share rate – 80% – which far exceeds that which a creator might get as a performer working for a production company or other agency. In totality, OnlyFans is slowly consuming the entire porn industry. Everyday creators and porn stars can make more money, in a safer way, while having greater autonomy and offering audiences experiences that feel more authentic, differentiated, and valuable.
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