Are People Really Social on Porn 2.0?

Social Web 2.0 features have become a vital component in a variety of multimedia systems, e.g., Last.fm, Flickr and Spotify. Interestingly, adult video websites are also starting to adopt these Web 2.0 principles, giving rise to the term ``Porn 2.0''. This paper examines a large Porn 2.0 social network, through data covering 563k users. We explore a number of unusual behavioural aspects that set this apart from more traditional multimedia social networks, including differences in browsing activity, social communications and relationship creation. We also analyse the nature and behaviour of content sharing, highlighting the role it plays in the Porn 2.0 community, as well as the preferences that users have when deciding what to consume. We particularly explore the impact that gender and sexuality have on these issues, showing their vital importance for aspects such as profile popularity