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"Instead of having mass-produced content, the idea is the consumer buys into a specific person," she tells me on the phone from California."It allows the user to be the casting agent and director, instead of having generic videos." In a world of entertainment services lining up to let us customise our viewing habits, it is no surprise that porn got there first.

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On a sagging blue sofa in a harshly-lit room, a topless woman sits next to her partner, his hands inside her pants as she writhes in pleasure.

Their foreplay has lasted around four hours, from nipple play to blowjobs, the occasional ping of a retro slot machine going off intermittently in the background.

Professional models, the website's top earners, often share stories of earning online - "More than $1500 by working 3 hours a day from home in just 15 days! Shirley Lara is Chaturbate's Chief Operating Officer, and has been with the company since its launch in 2011.

She attributes the appeal of camming to the viewer being able to essentially make custom-made porn with a small budget.

"If you're getting naked on the Internet, then you need to think that everyone will see you being naked on the Internet," they say.

Last year the reported figures from industry insiders and analysts estimating that leading camming attract up to 25 million unique views a month and traffic monitoring website place Chaturbate's unique visitors at just under 18 million a month.

"I think all of the highly visible couples are doing it primarily for money, if you look at the first page you see very professional and calculated couples who have really figured out how to do this and turned it into a job and are really good at it."But then you go to the later pages and you start to see something different.

For some it's a thrill like exhibitionism, and there's also couples who are interested in exploring new areas of their sexuality with the encouragement of others, but want to do it together."He thinks of it as sex clubs for the always-on age. Cultures where couples have explored their sexuality with other people or other couples have existed for decades.

As for the broadcasters, Lara says they follow two distinct patterns: "those who use it as their career and sole income and those who might be a little short on rent and / or jump on it once or twice a week for fun." a way to express themselves sexually.

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