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This is how porn sites make money

This is how porn sites make money

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Believe it or not, porn is everywhere. It’s in people’s mobile phones, laptops, hard disks, and of course on the internet. It’s been mankind’s discreet sidekick for centuries, nurturing our voyeuristic side. Thanks to the taboo and the stigma that comes attached to it, Indians would rather not discuss porn in an open forum and try and tuck it safely into the secret pockets of their lives.

At a time when the country is torn with the porn controversy, Business Insider India digs into the dynamics of this ingeniously sneaky trade to find out how it really works.

For starters, porn statistics are notoriously hard to get hands on. Judging by the fact that many of these enjoy over 5 million hits per month, one can safely presume they are making serious moolah.

However, when you turn to a porn site, its free content, and most ads you see are of other porn sites. Also, after piracy hit online porn hard and the recession struck harder in 2009, most adult movie producers admitted that profits have tanked 30-50%. So how did they stage a comeback, and how are they making any money now? Let’s decode the financial model of the porn industry.

How big is it?
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Porn is worth over $100 billion globally – that’s bigger than some of the biggest corporations across the world. Around 10% of that comes from the US alone; however the numbers are shrinking, thanks to free porn. However, just to give you an idea, there are 25 million porn sites worldwide and they make up 12% of all websites and over 30% of all web traffic. Around 11,000 hard-core porn movies are shot annually at the global hub for porn - California's infamous San Fernando Valley, where porn as we know it was born.

However, the 2009 recession left this industry helpless, thanks to piracy and tanking DVD sales. A mid-sized adult entertainment would cash in around $350,000 a month in DVD sales before the recession, and the figures dropped as much as 50%. However, the numbers are recovering, and with more diverse mediums to choose from, the industry has been forced to innovate.

But it’s all free!
Contrary to public perception, free porn may be more widely available, but it forms a small part of the entire gamut of products the industry offers and the audience it caters to. Look beyond the ‘free’, and you’ll see ‘premium content’. These include HD videos, no ad/pop-up promises, unlimited downloads, online Live Cam streaming, and so on. Paid users can ask the website to deliver content to their email, or physical addresses. While you may never know, many do sign up for it as they like the convenience it offers.

But how do they earn?
The allure really is that subscriptions offer priority access to new content from your favorite ‘star’ that would take months to seep into the free world. There is also the allure of personalized sex toys that offer the experience of being with your favorite star, adult chat rooms and dating sites. These premium services come at a cost, and when millions sign up, it’s a profitable business to be in.

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Porn sites are also smart. They offer a wide range of payment options to choose from daily, weekly, monthly, quarterly and even yearly. Just like your common newspaper/magazine subscription, the longer you sign up for, the more discounts you get offered, and the more your brand loyalty increases. These subscriptions cost anywhere from $1-15 a day. While it might be too much for you for a mini bathroom session, there are millions who sign up for it.

While a website may earn primary from subscriptions, it also cashes on man’s primitive lust for flesh. It makes money off traffic from other similar websites which it redirects. That explains why you only have porn ads on porn sites. These ‘similar services’ refer to adult dating sites, online adult stores, enhancement drug stores, adult gaming sites and so on. This forms a intricate and complex nexus of websites, all making money off each other, and cashing on your instincts, and that is what funds the ‘free mini clips’ you get to see. What to see the full video? Pay up.

To give a sense of the traffic, Xvideos, world’s biggest porn site enjoys 4.4 billion page views and 350 million unique visits every month. If Google data is anything to go by, the other four of the top five porn sites combined enjoy more traffic than Wikipedia (take that!).

How else do they make money?
3D porn has also made a red carpet debut onto the global porn arena. With TV companies going bonkers over their latest 3D TVs and Smart LED screens, some of the more mature porn markets are ready to pay for 3D porn that’ll give you the sense of…of…ahem ahem. Anyway, these leave you poorer by around $10 or more, and there are people queuing up to pay. Porn sites had the foreboding that DVD sales would wane, and have also rolled out ‘video on demand’ services to adapt to the transforming user-base.

Also, there are the actors, and the loyal fan-base they come with. While we don’t have any such event in India, in the US, UK, Australia and many other places special events are held where you could get to meet your favorite porn stars, click a selfie, and if you’re really polite and nice, even get to touch a body part. Passes to these shows are of course not free. There are also porn award programmes and the TV viewership they garner.
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Last but not the least are the major hotel chains like Marriott, Hilton and Westin to name a few. These bring serious money to the industry without ever a mention of the same in their official reports. Adult titles are available across the world as ‘in-room entertainment’ in most countries around the globe and a fare share of the money hotel guests pay goes to the studios.

Consider this reach across genres and the millions of independent artists who run their own websites (it costs nothing really, just a cam and a few spare dollars), and you might get an idea of how big this business actually is.

However, the unwillingness to pay to have a good time is what is biting at the knees of this burgeoning industry. A lot of commercial porn studios blame the tube sites pick up ad revenue from page views. Fact is these sites at least pay royalty for the free porn billions view.

Long story short, while the adult industry is not a license to mint money anymore, but where there is loyalty, there is money, and human lust never comes with a recession.

Image credit: Indiatimes
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The future of entertainment is online: Eros Now

The future of entertainment is online: Eros Now
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India’s entertainment scene is changing drastically. Internet penetration has unboxed a new world of exclusive content that’s widely popular among the masses.

At such a critical crossroad when most industries are expected to go the mobile app way, Business Insider India chats up with Karan Bedi, COO of Eros Now to find out what the future of the entertainment might look like.

1. A mere 7-8% of India’s population is online. Don’t you see that as a limiting factor to online movie streaming?

While the numbers today are not that large, they are growing, and with telcos gearing up for 4G, it’s a massive potential market. In India, 7-8% is still a large number, and we expect it to be 50% in the next 2-3 years.

2. Eros Now has announced online-only premieres for some recent films. Could this dilute the media attention theatrical premiers get?
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Theatrical premiers are of paramount importance. The charm of the big screen is here to stay. With our online initiative of ‘TV se pehle’ (Before it comes on TV) we are streaming some of our key properties for online viewing. At Eros we believe digital is the future of the entertainment industry, and we’ve stepped ahead of satellite television to jump directly to Eros Now.

3. Online original series are a rage today with players like AIB and TVF grabbing eyeballs. What’s the potential market for such free online shows?

The limit is only the size of the population that has access to the internet. Like with TV, there is always space for everyone in the country to be involved in some form of online entertainment content. TVF and AIB have their focus on short-form funny stuff, and while we may have similar content, some of it has a completely different genre.

4. How do you see entertainment consumed in the future?

There is an unequivocal belief that the future of entertainment is on the internet. India is primarily a mobile-first market, and is getting to a point where it might be a mobile only market. Entertainment has moved light years ahead of TV.
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5. Many experts argue against that with the statistics of the digitized TV audience. Your comments on that.

Being the largest studio in Bollywood, Eros has been historically known for top quality entertainment. Our sense of content is unparalleled and that’s a big driver of audiences to our platform. Our technical base also allows us to offer cool new platform specific features that our audiences would enjoy and can innovate with.

6. Developing economies like India, Indonesia, Malaysia, Thailand and Singapore are the global hubs for piracy. Do you see these people willing to pay for movies or music?

Piracy has been a concern for the entertainment industry for times immemorial. Now we have pirated DVDs, before that we had pirated cassettes. As platforms evolve, piracy would also evolve. However, if you give people easy access to content that promises them a great experience at a reasonable price, they would come on board.

7. What could possibly be the dominant models for entertainment monetization?
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There are several monetization models - transactional, ad supported or subscription-based. Many others are evolving. It’s too early to decide what works best and what doesn’t.

8. Any plans to go app only?

There are no plans as of now. We are rolling out apps for Smart TVs and adding new functionalities to the app and website.

Image credit: Indiatimes


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Why one CEO thinks the market Box and Dropbox created will be wiped out in two years

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Egnyte

Egnyte CEO Vineet Jain

Box and Dropbox are the two poster boys of the booming cloud file sharing and storage space. Box is now worth roughly $2 billion while Dropbox last raised funding at a $10 billion valuation.

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But Vineet Jain, CEO of Egnyte, a competing hybrid cloud storage vendor, believes their services will have a tough time moving forward.

Why?

Because they're sticking to a cloud-only service. Jain believes cloud-only services won't be able to survive the onslaught of near-free services offered by bigger cloud vendors like Microsoft, Amazon, and Google.

"Everyone is fighting for the low-end, highly commoditized, low-margin business," Jain told Business Insider. "When you see Microsoft and Google practically giving [cloud services] away for free, it becomes harder to compete on that end."

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By Jain's estimate, cloud-only storage will become such a commodity that it will not be a viable standalone business within two years.

Jain may have a point. The cloud industry has long been fighting something called the "race to zero," where companies continue to drop prices while offering bigger storage limits.

"A cloud-only play can only go so far," Jain said.

Instead, Jain's company Egnyte is taking something called a "hybrid" approach, offering both cloud and on-premise services simultaneously. In plain English, Egnyte can store your files both on the web ("cloud") and in your own data center ("on-premise"), giving customers flexibility and security.

"When you look at a platform, file sharing is just a part of it. There are other business problems that an enterprise needs to solve which a hybrid approach solves," Jain said.

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Jain argues that hybrid services are more secure and faster, and help companies use their storage space more efficiently. That allows Egnyte to target the higher-end enterprise market in more tightly regulated industries like finance and health care - which traditionally have been slow to embrace cloud-only services. On top of that, Egnyte already offers unlimited cloud storage to its customers.

"While the cloud is real, the role of on-premise is not disappearing," he said, noting that intellectual property and financial material must remain behind a company's firewall.

Online data storage provider Box Inc. CEO Aaron Levie gives an interview on floor of the New York Stock Exchange, after his company's IPO, in this file photo taken January 23, 2015.  REUTERS/Brendan McDermid/Files

Thomson Reuters

Box CEO Aaron Levie. Box shares have been falling to record-low levels recently.

In fact, this is a point Gartner made in its annual Magic Quadrant Report about Box's weakness. It said, "Box's offering is available only in a public cloud model. There is no hybrid model that adds data storage on-premises. The movement or replication of corporate content in Box's cloud repository is not a viable option for some ITorganizations."

The comments come as Box's stock is under pressure, dropping nearly 11% over the past two days. Dropbox's business solution is also reported to be struggling to reach the higher-end market. Other lesser-known cloud file storage services like Hightail, Syncplicity and Watchdox have all been struggling or sold off to other companies.

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Jain says Egnyte has grown at a healthy 80% clip over the past couple years, and is on pace to hit over $50 million in sales this year. Some of its biggest customers include NASDAQ, Lincoln Financial, and WPP, all deploying it for thousands of seats. All this, while raising "only" raising $62.5 million, a tiny fraction compared to some of its competitors who's raised billions of dollars to reach its scale.

"We're going to be the most capital efficient business in this space," Jain said.

To be fair, Box and Dropbox are operating at much larger scales than Egnyte, each getting hundreds of millions of dollars in revenue. But Jain believes it's still early in the game and cloud-only providers will not be able to sustain its growth in the long-term.

"It's not a popularity game. This is a long game, and we're barely at half time," he said.


NEXT STORY

This new social media campaign is busting stereotypes of what engineers look like

Isis Anchalee, an engineer with security startup OneLogin, agreed to be a part of a recruitment-focused ad campaign at the last second.

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It ended up blowing up in her face.

That ad ended up blanketing the San Francisco Bay Area Rapid Transit System (BART), eliciting some surprisingly strong reactions on social media: 

Comments on Facebook and Twitter started piling up, dissecting her appearance - trying to decide if this campaign was specifically designed to catch the eye of predominantly male software engineers, or if she "looks like an engineer."

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She wrote, "Some people think I'm not making 'the right face.' Others think that this is unbelievable as to what 'female engineers look like'. News flash: this isn't by any means an attempt to label 'what female engineers look like.' This is literally just ME, an example of ONE engineer at OneLogin. The ad is supposed to be authentic. My words, my face, and as far as I am concerned it is," writes Anchalee in a post on Medium.

In response to this controversy, Anchalee started up the Twitter hashtag #ILookLikeAnEngineer to show that there isn't just one look for those working in programming or software engineering. 

Anchalee herself got things started:

isis anchalee #ILookLikeAnEngineer

Isis Anchalee

 

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And the cause was quickly taken up by others: 

 

Amazon CTO Werner Vogels even chimed in to express his support for the hashtag (and to make his own recruitment pitch for Anchalee): 

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