It took a product people were used to accessing for free, adult content, and convinced them to pay for it.

它利用人們習慣於免費獲取的產品——成人內容，說服他們為之付費。

The business model of being naked online was fairly broken.

在網上赤身裸體的商業模式已經相當崩潰。

They managed to piece it together to some degree.

他們設法在一定程度上拼湊起來。

In just four years, the company's revenue grew more than 2,000 percent, bringing in $6.6 billion in 2023.

在短短四年時間裡，公司收入增長超過 2000%，到 2023 年將達到 66 億美元。

Now, other social media platforms are like, oh, we can do subscriptions, too.

現在，其他社交媒體平臺會說，哦，我們也可以做訂閱。

It's like, yes, but subscriptions is only part of the picture.

這就像，是的，但訂閱只是圖片的一部分。

There's a lot of people out there just think you just take some sexy pictures of lingerie and you just post it, let the money roll in.

有很多人認為，你只要拍幾張性感的內衣照片，然後發到網上，錢就會滾滾而來。

And it's so much more complicated than that.

事情遠比這複雜得多。

Despite looking like other social media platforms, OnlyFans' underlying business model is different.

儘管看起來與其他社交媒體平臺相似，但 OnlyFans 的基本商業模式卻與眾不同。

It seems like OnlyFans' approach has just been to figure out what the legal line is and then stop several paces short of it.

看來，OnlyFans 的做法只是找出法律界限，然後在離法律界限幾步之遙的地方停下腳步。

That's why the platform isn't on major app stores, and the company says it's built a deliberately hard-to-use search function.

這就是為什麼該平臺沒有出現在主要的應用程序商店中，而且該公司表示，它還特意建立了一個難以使用的搜索功能。

Now it's capitalizing on a creator economy in flux to build a new type of social media.

現在，它正在利用不斷變化的創造者經濟，打造新型社交媒體。

This is the economics of OnlyFans.

這就是 OnlyFans 的經濟學。

One of the things that got me really interested in the business model was just how different from social media it was.

讓我對這種商業模式產生濃厚興趣的原因之一，就是它與社交媒體的不同之處。

Most social media companies like Facebook and Instagram make their money from advertisers.

大多數社交媒體公司（如 Facebook 和 Instagram）都從廣告商那裡賺錢。

But OnlyFans makes all of its money directly from its creators and its creators make money directly from fans.

但是，OnlyFans 的所有收入都直接來自創作者，而創作者的收入則直接來自粉絲。

We only make money when creators make money.

只有創作者賺錢了，我們才能賺錢。

Creators can charge fans up to $50 a month for their content, much of which is explicit.

創作者每月可向粉絲收取高達 50 美元的內容費，其中大部分內容都是露骨的。

Some isn't.

有些不是。

The company takes a 20 percent cut and creators take the rest, which is more straightforward than other platforms that share a percentage of ad revenue once your account meets certain criteria.

公司抽取 20% 的抽成，剩下的由創作者自己承擔，這比其他平臺更直接，因為其他平臺會在你的賬戶達到一定標準後分享一定比例的廣告收入。

Now, OnlyFans didn't invent the idea of revenue sharing, but it had timing on its side.

現在，OnlyFans 並不是收入共享理念的發明者，但它擁有天時地利人和。

Other websites already existed that allowed creators to monetize their content directly from fans.

當時已經有其他網站允許創作者直接從粉絲那裡獲得內容收益。

A couple of years after OnlyFans launched in 2016, social platforms like Tumblr restricted adult content.

OnlyFans 於 2016 年推出幾年後，Tumblr 等社交平臺限制了成人內容。

Then in 2020, things really took off.

到了 2020 年，事情才真正有了起色。

The platform doesn't have nearly as many users as Facebook, YouTube or Instagram.

該平臺的用戶數量遠不及 Facebook、YouTube 或 Instagram。

But there's a big difference.

但這兩者有很大區別。

They're on most app stores.

大多數應用程序商店都有。

OnlyFans isn't.

OnlyFans 不是。

OnlyFans sort of has to be swimming against the current and they have to do this because Apple's terms of service do not allow for pornography as a full time thing.

OnlyFans 有點像逆水行舟，他們不得不這樣做，因為蘋果的服務條款不允許全職從事色情活動。

That was a decision made by us because we were hopeful that we would end up processing a large amount of payment volume.

這是我們做出的決定，因為我們希望最終能處理大量的付款。

By not being on the app stores, OnlyFans doesn't pay Apple and Google a 15 to 30 percent cut on all transactions made on an app.

由於沒有進入應用商店，OnlyFans 無需向蘋果和谷歌支付應用交易額 15% 至 30% 的抽成。

That's enabled us to keep our 80-20 monetization split, which is fundamental to how we do business.

這使我們能夠保持 80-20 的貨幣化比例，這是我們開展業務的基礎。

If we had to give 30 percent of our 20 percent to somebody else, that may change the economics for us.

如果我們不得不把 20% 中的 30% 給別人，這可能會改變我們的經濟效益。

OnlyFans has paid its creators $20 billion to date.

迄今為止，OnlyFans 已向創作者支付了 200 億美元。

That's more than quadruple the payouts of Patreon, another creator subscription platform that's been around longer.

這個數字是另一個成立時間更長的創作者訂閱平臺 Patreon 的四倍多。

We now have 4 million creators, 300 million fans worldwide.

我們現在有 400 萬創作者，全球有 3 億粉絲。

Not being on the app store has not had a negative impact on growth.

未進入應用商店並未對增長產生負面影響。

As much as OnlyFans is very different from other social media platforms, it is also symbiotic.

OnlyFans 與其他社交媒體平臺截然不同，但也是共生的。

Where do all the fans for an OnlyFans account come from?

OnlyFans 賬戶的所有粉絲從何而來？

And the answer is overwhelmingly other social media platforms.

而答案絕大多數是其他社交媒體平臺。

So what OnlyFans is doing is basically outsourcing to content creators the job of recruiting their own customers.

是以，OnlyFans 的做法基本上是將招募客戶的工作外包給內容創作者。

You've got to do the groundwork.

你必須做好基礎工作。

If I'm not making content, you know, I'm on a site messaging, I'm doing all my advertising, the marketing, everything.

如果我不做內容，你知道，我就會在網站上發消息，我就會做我所有的廣告、營銷，所有的事情。

I might watch half an hour of TV if I'm lucky, you know, and sleep.

如果幸運的話，我可能會看半個小時的電視，然後睡覺。

In 2021, OnlyFans launched OFTV, a safe-for-work streaming platform as another marketing tool for its creators.

2021 年，OnlyFans 推出了 OFTV，這是一個安全的工作流媒體平臺，是其創作者的另一個營銷工具。

But in order to monetize on OnlyFans, really you need to have an existing fan base that you're seeking to monetize.

但要在 OnlyFans 上實現貨幣化，您確實需要擁有一個現有的粉絲群，並尋求貨幣化。

It's quite a hard platform to start off from scratch.

這是一個從零開始的艱難平臺。

That's because the company says algorithm-driven search recommendations don't exist on the platform.

這是因為該公司表示，平臺上不存在算法驅動的搜索推薦。

Say you want to find creators who post yoga content.

假設您想找到發佈瑜伽內容的創作者。

It's said a simple search for yoga won't get you very far.

據說，簡單搜索瑜伽不會讓你走得太遠。

Instead, you'd have to search the exact username you're looking for to get any results.

相反，您必須搜索您要查找的確切用戶名才能得到任何結果。

But it's not quite that simple.

但事情並非如此簡單。

We tried searching for yoga and got a lot of results suggesting different creators.

我們嘗試搜索瑜伽，得到了很多不同創作者的建議。

And OnlyFans does have a homepage promoting different creators' content and a suggested account section, which the company says are the most popular accounts at the time and aren't personalized based on users' previously viewed content or personal data.

OnlyFans 的確有一個宣傳不同創作者內容的主頁和一個推薦賬戶板塊，該公司表示，這些都是當時最受歡迎的賬戶，並不是根據用戶以前瀏覽過的內容或個人數據進行個性化定製的。

Still, the company relies on other social media platforms to bring users in.

不過，該公司還是依靠其他社交媒體平臺來吸引用戶。

It would not be possible for them to have succeeded to the scale they had if creators hadn't been able to sort of harness virality in social media, even as that was something that OnlyFans itself rejected for its own platform.

如果創作者不能利用社交媒體的病毒式傳播，他們就不可能取得如此大的成功，儘管 OnlyFans 本身也拒絕在自己的平臺上這樣做。

There are moments for some reason you'll have like a dip and then you'll question everything.

有些時候，不知為什麼，你會有一種恍然大悟的感覺，然後你會質疑一切。

And then like, you know, I have content go viral again on Instagram.

然後，你知道，我的內容又在 Instagram 上走紅了。

I'll be like, oh, maybe I'm actually good at this.

我會想，哦，也許我真的很擅長這個。

As the platform has continued to develop, we added the ability to tip, to have pay-per-view messaging, to have paid direct messaging, to have paid live streams and paid voice notes, basically a million different ways to consume and to pay for content.

隨著平臺的不斷髮展，我們增加了小費、按次付費資訊、付費直接資訊、付費直播流和付費語音筆記等功能，基本上有一百萬種不同的消費和付費方式。

Today, OnlyFans actually makes more money from those one-off purchases than it does from subscriptions.

如今，OnlyFans 從一次性購買中賺取的利潤實際上比從訂閱中賺取的還要多。

You can see how much it was, how many people viewed it and how they purchased.

你可以看到它的價格、有多少人瀏覽過它以及他們是如何購買的。

I think microtransactions are a sign of a deepening relationship.

我認為微交易是雙方關係加深的標誌。

People pay good money for this stuff, whereas like, how many people have paid for cat videos?

人們花大價錢買這些東西，而有多少人花錢買貓咪影片呢？

There's a lot of people that go on there just they want someone to talk to, you know, they want that kind of like online girlfriend sort of like experience or they want to like sort of chat about something that's going on in their life or their day.

有很多人去那裡只是想找個人聊聊天，你知道，他們想要那種像網戀女友一樣的體驗，或者他們想聊一聊他們生活中或一天中發生的事情。

The company doesn't put a number on the average creator's earnings.

該公司沒有給出創作者平均收入的數字。

There are people who earn eye-wateringly large sums.

有些人的收入令人瞠目。

There are people who earn a little bit and there are people who are in between.

有些人收入微薄，有些人則介於兩者之間。

Even now, I've hit the million one there.

即使是現在，我也在那裡擊中了百萬分之一。

I've come from being a secondary school teacher, being at the food bank.

我曾是一名中學教師，也曾在食物銀行工作過。

And that's why I just don't take anything for granted.

這就是為什麼我不認為任何事情都是理所當然的。

I always think you don't know what's around the corner.

我總覺得你不知道轉角處會發生什麼。

You don't know if you can have everything one moment and then have it all taken away from you.

你不知道自己是否能在某一刻擁有一切，然後又被奪走。

Making sure creators get paid, no matter how much, has been a challenge for the business.

確保創作者獲得報酬（無論多少）一直是公司面臨的挑戰。

Back in 2021, it was apparently so difficult for OnlyFans to work with banks that its CEO at the time banned adult content.

早在 2021 年，OnlyFans 與銀行合作顯然非常困難，以至於當時的首席執行官禁止成人內容。

That decision was reversed just days later.

幾天後，這一決定被推翻。

Ah, 2021.

啊，2021 年。

So obviously it was before my time and the company had grown exponentially over a very short period of time.

很明顯，那是在我之前的時代，公司在很短的時間內得到了飛速發展。

I don't think there was a great level of understanding in the market about the sophistication of the controls that were in place at OnlyFans.

我認為，市場上對 OnlyFans 控制措施的複雜程度並不十分了解。

And I think people, frankly, got a little spooked just by how big the company was and the amount of revenue being generated.

坦率地說，我認為人們被這家公司的規模和創收額嚇到了。

As for another ban?

至於另一項禁令？

Oh, definitely not banning adult content.

哦，絕對不是禁止成人內容。

No, easy.

不，很簡單。

Financial institutions can deem accounts associated with sex work as high risk and deny service or raise fees, partially due to the risk of platforming child abuse.

金融機構可能會將與性工作有關的賬戶視為高風險賬戶，拒絕提供服務或提高收費，部分原因是存在將虐待兒童行為推向平臺的風險。

Absolutely, there is risk associated with some of those businesses, but there's often the same risk associated with general social media platforms as there are with OnlyFans.

當然，其中一些業務存在風險，但一般社交媒體平臺往往也存在與 OnlyFans 相同的風險。

Payment processors typically take a 1 to 3 percent cut of each transaction, but high risk accounts can be charged more than 10 percent in fees.

支付處理商通常會從每筆交易中抽取 1% 至 3% 的費用，但高風險賬戶可能會被收取 10% 以上的費用。

And payment processors say that's because adult merchants come with reputational risks, rampant fraud and higher levels of customers disputing credit card purchases.

支付處理商表示，這是因為成人商戶存在聲譽風險、欺詐猖獗以及客戶對信用卡消費提出異議的情況較多。

So OnlyFans works with a combination of providers, which it says is to ensure global coverage.

是以，OnlyFans 與多家供應商合作，以確保覆蓋全球。

This is my nerdy lawyer nature coming out, which is what matters is not the headline risk.

這是我書呆子律師的本性在作祟，重要的不是標題的風險。

It's the unmitigated risk that matters.

重要的是無形的風險。

OnlyFans says it's now able to work with institutions that haven't traditionally worked with the adult industry because it's proven to them they've mitigated risk through safety controls.

OnlyFans 表示，它現在可以與傳統上不與成人產業合作的機構合作，因為它已經向這些機構證明，自己已經通過安全控制措施降低了風險。

Is there more work to do?

還有更多工作要做嗎？

Absolutely.

當然。

Do some banks and financial services institutions still have an outdated risk model that they follow?

一些銀行和金融服務機構是否仍在沿用過時的風險模式？

Absolutely.

當然。

In some cases, is that just a moral judgment call?

在某些情況下，這僅僅是一種道德判斷嗎？

Absolutely.

當然。

OnlyFans requires creators to submit more than nine forms of I.D. to prove they're above 18 before they can post content.

OnlyFans 要求創作者在發佈內容前提交九種以上的身份證明，以證明他們年滿 18 歲。

But it's a lot easier to create an account as a viewer.

不過，作為觀眾創建一個賬戶要容易得多。

It took me just a couple minutes to set up a new account with an email address.

我只花了幾分鐘就用電子郵件地址建立了一個新賬戶。

Once I entered a payment method, I was prompted to scan my face using a program by Yoti in order to verify I'm over 18.

我輸入付款方式後，Yoti 的程序提示我掃描臉部，以確認我是否年滿 18 歲。

And within seconds, I was able to subscribe to explicit accounts without providing any further forms of identification.

幾秒鐘之內，我就可以訂閱明確的賬戶，而無需提供任何其他形式的身份證明。

OnlyFans says every piece of content is reviewed by a combination of automated and human checks designed to block certain words and nonconsensual images.

OnlyFans 稱，每篇內容都經過自動和人工檢查相結合的審查，旨在屏蔽某些詞語和未經同意的圖片。

But the system isn't perfect.

但這個系統並不完美。

The company's U.K. regulator is investigating whether its face scanning system has done enough to prevent under 18s from accessing pornography.

該公司的英國監管機構正在調查其面部掃描系統是否足以防止 18 歲以下兒童訪問色情內容。

OnlyFans said fan verification varies depending on location and that in all jurisdictions, they require fans to register with a valid payment card, confirm they're above 18 and accept the terms of service.

OnlyFans 表示，粉絲驗證因地而異，在所有地區，他們都要求粉絲使用有效的支付卡註冊，確認他們年滿 18 歲並接受服務條款。

Keeley talks a very good game in terms of why there is a moral case for running the company the way that OnlyFans does.

Keeley 說得頭頭是道，他解釋了 OnlyFans 這樣經營公司的道德理由。

There's another reason that I think is a little more unspoken, which is that if you are directly taking a cut of money that is going toward pornography, you better be damn sure that money is going toward legal content and that the whole thing is exceedingly well-lit and non-abusive.

我認為還有一個原因更難以啟齒，那就是如果你直接從用於色情內容的資金中抽成，你最好能確保這些錢都用於合法內容，而且整個過程都是非常光明正大的。

Today, OnlyFans is pitching itself as one of the most lucrative choices for all types of creators across the $250 billion creator economy, recruiting athletes, comedians and adult entertainers alike.

如今，OnlyFans 將自己定位為 2500 億美元創意經濟中各類創意者最有利可圖的選擇之一，招募運動員、喜劇演員和成人藝人。

I do want to see more content creators from all verticals join the platform, but I want OnlyFans to be recognized as the incredible business success story that it is.

我確實希望看到更多來自各個垂直領域的內容創作者加入這個平臺，但我更希望 OnlyFans 被公認為是一個令人難以置信的商業成功故事。

They really sort of have, to some degree, treated this as a business rather than as something dirty, and it doesn't really seem like anybody else is stealing it away from them.

在某種程度上，他們確實把這當成了一門生意，而不是什麼骯髒的東西，而且似乎也沒有人從他們手中搶走這門生意。

If you want to hear more from OnlyFans CEO Keeley Blair, click the link in the description for our extended interview.

如果您想了解 OnlyFans 首席執行官 Keeley Blair 的更多資訊，請點擊描述中的鏈接查看我們的擴展采訪。

Now, a lot of other social media platforms will say adult content is against their terms of service, but their platforms are full of adult content.

現在，很多其他社交媒體平臺會說成人內容違反了他們的服務條款，但他們的平臺上卻充斥著成人內容。