In what the site called “an effort to better inform creators on the platform”, xHamster has released a “Creator Report” which offers “never-before-seen sales data and purchase habit data for over 30,000 adult fans.”

In a press release announcing the report, which was first published October 27, xHamster said the results “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.”

The company added that the first installment of the report “overturns many of the myths associated with adult sales by differentiating ‘active consumers’ (those who pay for porn) from mere fans.”

Among the report’s findings are:

–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%)

–Active consumers aren’t lonely. They’re more likely to be sexually active in real life than their non-paying counterparts, a differential that grows as they spend more.

“Accurate data is crucial to building a successful business, but creators are starved for data. xHamster is changing that,” said xHamster Vice President Alex Hawkins. “The industry has changed dramatically in the last 18 months, and so many of the old rules don’t 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.”

xHamster’s initial report is available for free. The company said that future editions of the report will “go into more detail about Big Spenders (“whales”), Cam vs Fan Consumers, LGBTQ+ Sales, and Sales by Politics”, will be “available only to registered xHamster.com Creators.”

More information on the xHamster Creator Program, as well as the initial Creator Report itself, can be found on the xHamster Creators Blog.