“Not Everyone’s Cup of Tea And Proud of It”: How OnlyFans CEO Keely Blair Is Redefining Creator Monetization

“We don’t try to be everyone’s cup of tea. We’re happy to be someone’s glass of champagne.”

— Keely Blair, CEO of OnlyFans

The Business Everyone Knows But Few Understand

If you think OnlyFans is just an adult content platform, think again. In a live episode of Masters of Scale at Web Summit, CEO Keely Blair laid bare the misunderstood reality of the company that’s quietly redefining the creator economy.

"Most brands would love to have the level of brand awareness that OnlyFans has,” Blair said. With 400 million users, 4 million creators, and a payout of $25 billion to date, the platform has proven its staying power and impact.

So why the controversy?

Because OnlyFans chose not to turn away adult content creators — a decision Blair doesn't just stand by, but actively defends.

“It’s not a stigma. It’s something to be proud of… Many of those creators would otherwise be in much more dangerous positions,” she explained. Unlike traditional social platforms, OnlyFans verifies every creator, requires detailed identity checks, and doesn't allow encrypted content — enabling a safer, more transparent ecosystem.

A Monetization Model That Actually Works

In a digital economy where creators are often expected to work for exposure, OnlyFans broke the mold. From the beginning, it offered an 80/20 revenue split — creators keep 80%, and OnlyFans takes 20%.

“You don’t need a million followers. You don’t need to be a celebrity. You can start monetizing the day you sign up,” Blair emphasized.

What’s more? Contrary to assumptions, one-off content purchases now account for 67% of revenue — not subscriptions. That signals a shift toward à la carte monetization, where fans pay for the specific content they want, when they want it.

Scaling to $7 Billion with Just 42 Employees

Yes, you read that right.

OnlyFans operates with just 42 full-time employees, generating over $37 million in revenue per employee — likely among the highest ratios in the world.

What’s the secret?

“We deliberately removed the ‘squidgy’ middle management layer,” said Blair. Instead, the company hires senior talent who execute directly, and junior talent with drive and hunger. “Everyone is an individual contributor. Even I am,” she added.

This radical flattening avoids empire-building and encourages faster decision-making — a model early-stage founders would do well to study.

Beyond NSFW: The Expansion Playbook

Despite the adult association, OnlyFans was never built solely for adult content. Blair sees the company as a broader platform for anyone over 18 to monetize content directly, whether they’re athletes, musicians, chefs, or comedians.

One example? LMAOF, a grassroots stand-up comedy tour that evolved into a safe-for-work streaming show on OFTV — the platform’s free content arm.

“Comedy is ripe for disruption. Unless you’re in the top 1%, you get paid nothing,” said Blair. OnlyFans pays comedians to perform, helps them build fan bases, and shares their content on OFTV — a strategy it’s now replicating with athletes and niche experts.

And yes, conversations are underway to attract major names in wellness, education, and entertainment.

Drawing the Line on AI

While many platforms rush to integrate generative AI, OnlyFans is taking a creator-first stance: no fully AI-generated accounts allowed.

“That would cannibalize our real creators,” Blair said. The focus, instead, is on augmenting human creativity — not replacing it. Creators can use AI for editing, styling, and automation, but not to fake identities or simulate relationships.

She added: “We’re going to crave more authenticity. The more AI slop we get fed, the more we’ll want human connection.”

What Entrepreneurs Can Learn

Wantrepreneurs and early-stage founders should take note: OnlyFans isn’t just a content platform — it’s a business model experiment that worked.

Here’s what makes it tick:

• Unapologetic positioning: Blair doesn’t shy away from the adult label — she reframes it as empowerment and safety.
• Direct monetization: Creators are not the product — they’re the customers.
• Operational minimalism: A tiny team, no middle management, and clear accountability.
• Niche expansion: New verticals like comedy and sports are grown through deliberate experimentation, not hype.
• Values over optics: Every hire must be a “true believer,” says Blair.

“We’re a mission-driven company. A lot of people don’t understand that about us,” she concluded.