OnlyFans: Direct Monetization, Safety, and Creator-Centric Growth

Deep Dive

The discussion begins with an overview of OnlyFans, a digital platform for creators to share exclusive content with paying subscribers. The platform is noted for its association with adult content, but the source highlights its significant scale, reporting approximately $7 billion in annual revenue and over 400 million users globally. To date, OnlyFans has distributed $25 billion to its more than 4 million creators. CEO Keily Blair joined host Jeff Berman on stage at Web Summit in Lisbon to discuss leading this rapidly growing business, including scaling in the face of regulatory hurdles and scrutiny related to platforming adult content.

Blair addressed the perception of OnlyFans as a brand problem, disagreeing with this framing. She stated that most brands would desire OnlyFans' level of brand awareness and its incredibly loyal community of 400 million users and 4 million creators. While acknowledging the widespread intrigue surrounding OnlyFans, Blair suggested a disconnect exists between the platform's reality and general perception, noting that many people who have heard of OnlyFans may never have used it. She expressed a desire to change this perception.

The conversation then touched upon the stigma associated with the platform, questioning whether potential employees would be comfortable discussing their work with family. Blair countered this by asserting that OnlyFans was not created as an adult content site but rather as a platform for adults over 18 to share any content permissible under its terms of service. She explained that adult content creators recognized OnlyFans as the only platform built with direct monetization in mind, offering a fair 80/20 split where creators retain 80% of payments. This model allows creators to monetize their content immediately upon signing up without needing a large follower count or celebrity status, a stark contrast to other platforms where adult content creators have faced marginalization. Blair emphasized that this direct monetization, coupled with safety and controls not present on other social media platforms accessible by minors, is something to be proud of, not a stigma.

Blair further elaborated on OnlyFans' position in the creator economy, stating that the platform does not aim to be "everyone's cup of tea" but rather "someone's glass of champagne." She acknowledged that the creator economy is broad, with over 200 million internet users identifying as creators. While OnlyFans may not be suitable for every creator, Blair sees it as an avenue for individuals in the adult content space, athletes, musicians, and others to directly monetize their content, cutting out the middleman. She expressed pride in the $25 billion distributed to creators, viewing it as a significant act of wealth creation for individuals.

Addressing the societal role of OnlyFans, Blair highlighted its impact on adult content creators, suggesting it has made the industry significantly safer. She detailed the rigorous identity verification process, which she described as "bank KYC on steroids," requiring creators to provide extensive personal information, government ID, and undergo third-party age verification. This, along with the ability to moderate all content on the platform due to it not being end-to-end encrypted, creates a controlled environment. Blair argued that society needs to be realistic about sex as a part of the human experience and that a healthier society would acknowledge and discuss it openly. She believes that ensuring adult content is consensual, ethical, directly monetized, monitored, and made safely is a positive step, allowing fans to make ethical choices. Blair also noted that OnlyFans is a significant part of the LGBTQ+ community and expressed frustration that discussions about stigma often focus solely on women, neglecting male content creators who also use the platform.

The discussion then shifted to diversifying content categories beyond adult content. Blair explained OnlyFans' deliberate approach to growth, avoiding unnecessary risky bets. An example of this is OFTV, a free streaming service for non-adult content, which launched a grassroots comedy show called LOL for comedians. This initiative aims to disrupt the comedy industry by providing paid opportunities for comedians who then open OnlyFans accounts to share comedy content and connect with fans. Recorded LOL shows are then released on OFTV. Similar experiments have been conducted with athletes, showing promising success. Blair acknowledged the difficulty in avoiding pigeonholing creators, as most individuals are multi-hyphenated in their pursuits. She reiterated that while 98-99% of OnlyFans' revenue currently comes from adult content, the platform is factually not just an adult content site, and efforts are being made through OFTV and platforms like YouTube to promote other content and drive users back to OnlyFans. Blair anticipates more significant collaborations with globally recognized creators in comedy and wellness in the coming years, drawing a parallel to Red Bull's brand evolution from a drink to a sports empire. She emphasized that such partnerships must align with OnlyFans' brand values and involve creators who are true believers in the company's mission.

Blair also spoke about the company's lean operational structure, with only 42 full-time employees generating over $7 billion in revenue, equating to approximately $37 million per employee. This efficiency is achieved by hiring highly senior and hungry junior talent, focusing on attitude and aptitude over experience, and eliminating middle management. Teams are scaled up for specific projects with contract hires, allowing for a "try before you buy" approach to assess cultural fit and work ethic. Blair highlighted that the company rewards exceptional individual contributions, regardless of management status, and that all employees, including herself, the CFO, and CTO, function as individual contributors, fostering a close operational connection and enabling fast decision-making.

Regarding Artificial Intelligence (AI), Blair stated that OnlyFans has been deploying AI and machine learning for years but has a policy against wholly AI-generated accounts. This decision stems from the belief that such content would cannibalize creators' ability to monetize their real content. Additionally, research indicates that consumers prefer human-created media and entertainment. OnlyFans' focus is on enabling creators to use AI to enhance their existing content, ensuring the human element and connection to the creator remain central, with clear labeling of AI-generated content. Blair expressed skepticism about the widespread desire for AI-generated companions or content, drawing a parallel to the preference for real friends over AI friends, even acknowledging that AI might offer 24/7 availability and cater to specific interests. She posited that AI would augment reality rather than replace human interaction and predicted a craving for authenticity as people encounter more AI-generated content. Blair clarified that while creators can use AI tools to optimize their business operations, the content itself must remain their own. She also noted that one-off purchases, not subscriptions, now constitute the majority of OnlyFans' revenue, indicating a trend towards an a la carte consumption of media.

Drawing on her legal background, Blair discussed AI regulation, emphasizing the need to learn from the early mistakes of social media legislation. She stressed the importance of dialogue between technology companies and governments, advocating for technology companies to accept the necessity of regulation and assist governments in legislating without stifling innovation. Blair believes that principles-based legislation, with detailed guidance to follow as specific threats emerge, is the most effective approach. She also called for an acknowledgment from both government that not all technology is bad and from the tech sector that not all regulation is bad.

Looking ahead to the evolution of the web towards AI-driven engagement, Blair anticipates that while AI agents can facilitate tasks like subscribing to creators or making payments, they cannot replicate human engagement or