Kari Lerum of the University of Washington suggests that men are more open and vulnerable in cam rooms than in strip clubs, and can become very invested in relationships which only exist on the screen.The term webcam is a clipped compound used to combine the terms video camera and World Wide Web.However this is not the first time that conversational interaction had become a boon for the erotic entertainment industry.
A third-party hosting website which transmits multiple webcam models' video-streams is known as a camming site.
Much of the success of camming owes to its ability to move beyond the borders of erotic video performance, and into the everyday social lives of camming customers, or fans as they are known.
Webcam performers are often highly entrepreneurial, and use mainstream social networking sites such as Twitter, Instagram, Snapchat, Skype, and Tumblr to build and maintain relationships with their customers.
Within public chat rooms the audience can see tips and viewer comments as scrolling text which appears next to the real-time video stream.
Camgirls will frequently read and respond to the scrolling viewer comments.