In a world where much of our lives take place online and where loneliness has reached epidemic levels, we’ve entered an era where relationships – emotional, platonic, romantic, even professional – are becoming increasingly transactional.
Nowhere is this shift more evident than in the rise of digital companionship, particularly on platforms like OnlyFans, where connection is no longer incidental – it’s a product.
Joshua Green, strategy director at Spark Foundry Australia caught up with adult content creator Ruby May to discuss the modern loneliness crisis and what it means when affection, validation and attention are commodified.
Despite living in a hyperconnected world, we are lonelier than ever. Research from national body, Ending Loneliness Together, suggests that one in four Australians experience loneliness on a regular basis. The modern digital economy has created a paradox: we have more ways to connect than ever, yet those connections often feel hollow.
Ruby May sees this first-hand: “Of the people that spend more money than just the initial subscription, I would say 80 to 90% of those people want an emotional connection,” she shares.
What was once an industry viewed purely through the lens of physical gratification is now something different: a marketplace of intimacy, where consumers aren’t just buying content, but attention, conversation and emotional reassurance.
As Ruby describes, her role extends well beyond content creation. Many of her subscribers confide in her, seek emotional validation, and, in some cases, rely on her presence as a substitute for real-world relationships.
“If the lines do get blurred and I feel they’re going too far—putting a lot of emotional energy into me—I like to encourage them to go out and meet new people,” she says.
Social media, dating apps and platforms like OnlyFans offer curated interactions that mimic real relationships but often lack the depth of organic human connection. Ruby understands that the intimacy she provides is both real and not real. Genuine in the moment, but limited by its transactional nature. And while she actively encourages her subscribers to seek connection beyond her platform, many find themselves trapped in the illusion that digital companionship is enough.
The shift towards paid intimacy isn’t an isolated phenomenon, it’s a reflection of a broader societal transformation. We are moving towards a world where convenience trumps authenticity and where relationships of all kinds are increasingly structured as transactions – from online interactions that hinge on engagement metrics, to personal favours being monetised as part of the gig economy.
The challenge is clear: if all relationships are becoming transactional, what does that mean for the future of trust, authenticity and social bonds? And, more importantly, what responsibility do brands and individuals have in reversing this trend?
To navigate this, there are three key questions brands should consider:
1) Are we fostering genuine community, or just engagement metrics? As an industry, we love to talk about ‘community,’ but are we creating spaces for real interaction, or just surface-level participation?
2) Are we prioritising emotional value over transactional relationships? Consumers aren’t just looking for products or services. They want to feel seen and understood. Brands that recognise this will build stronger, longer-lasting relationships.
3) Are we addressing loneliness or contributing to it? There’s a fine line between providing solutions and feeding the issue. Ethical responsibility matters more than ever.
Ultimately, the rise of platforms like OnlyFans as sources of emotional connection highlights a deeper societal need – one that brands, creators and individuals alike must reckon with.
The question isn’t just whether paid intimacy is a substitute for real relationships. It’s whether, in our pursuit of convenience, we are losing the very thing that makes human connection meaningful in the first place.
