VISIBILITY IN THE SHADOWS: TIPS IN MAINSTREAM VS. NICHE STREAMING ON CHATURBATE

Abstract

Webcam sex platforms have grown into a multi-billion industry over the past few decades and host large populations of performers. Success on these platforms is often framed in terms of appearing higher in the algorithmically ranked performance list on their homepage. However, among webcam performers, focusing on a smaller, niche audience is a recognized strategy. This suggests that financial success on these platforms takes a variety of forms and manifests beyond merely ‘ranking higher’. To better understand the different ways the platform affords financial success for its performers, we collected public ranking, viewership and tip data from Chaturbate, one of the largest camming platforms, over a two-week period in July 2022. We use an array of analysis techniques and arrive at three preliminary findings. Firstly, we find a pronounced winners-take-all distribution of tips on Chaturbate, strongly correlating with viewership and homepage ranking. Secondly, we identify low-ranking performers with substantial earnings, suggesting viable paths to sustainable income beyond seeking front-page visibility. Thirdly, we uncover niche-visibility areas linked to specific labels and tags, where performers often rely on small numbers of generous tippers, or 'whales'. Our findings reinforce previous academic observations concerning the competitive environment in webcam sex as well as creator industries at large. Yet, we also discern alternative income-generation strategies beyond high homepage ranking. However, the strong reliance on whale tippers within more niche areas of content underscores the precarity in the industry, and the fact that performers ultimately remain dependent on a combination of platform affordances and viewer attention.