LOS ANGELES — xHamster has released its 2021 Creator Report, including sales data and purchase habit data for over 30,000 customers.
The results, a rep explained, “overturn much of the conventional wisdom surrounding adult sales, and provides marketing strategy for individual creators on every platform to better reach a paying audience.”
VP Alex Hawkins explained that “accurate data is crucial to building a successful business, but creators are starved for data. xHamster is changing that. The industry has changed dramatically in the last 18 months, and so many of the old rules no longer apply to fan sites or individual creators. The xHamster Creator Report surveyed over 30,000 active fans to find out what drives them to make a purchase.”
The first installment of the report, now live on xHamster, “overturns many of the myths associated with adult sales by differentiating ‘active consumers,' or those who pay for porn, from non-paying fans,” the rep noted.
According to xHamster, the report results show that millennials are buying more porn than any other generation (64% of active consumers are under 45, and nearly half are under 35); posting frequency is ranked last in importance by active consumers (sex acts and production value is much more important when it comes to making or renewing a purchase); the top three sources of new fans are social media (41%), tube sites (36%) and cams (22%); and active consumers are more likely to be sexually active in real life than their non-paying counterparts, a differential that grows as they spend more.
The initial report is available free to all creators. Future installments of the report — which will go into more detail about big spenders (“whales”), cam versus fan consumers, LGBTQ+ sales, and "sales by politics" — will be available only to registered xHamster creators.
For more information, visit the xHamster Creators Blog.