Gender Pay Gap in Sports on a Fan-Request Celebrity Video Site

The internet is often thought of as a democratizer, enabling equality in aspects such as pay, as well as a tool introducing novel communication and monetization opportunities. In this study we examine athletes on Cameo, a website that enables bi-directional fan-celebrity interactions, questioning whether the well-documented gender pay gaps in sports persist in this digital setting. Traditional studies into gender pay gaps in sports are mostly in a centralized setting where an organization decides the pay for the players, while Cameo facilitates grass-roots fan engagement where fans pay for video messages from their preferred athletes. The results showed that even on such a platform gender pay gaps persist, both in terms of cost-per-message, and in the number of requests, proxied by number of ratings. For instance, we find that female athletes have a median pay of 30$ per-video, while the same statistic is 40$ for men. The results also contribute to the study of parasocial relationships and personalized fan engagements over a distance. Something that has become more relevant during the ongoing COVID-19 pandemic, where in-person fan engagement has often been limited.