By Lauren Foye
The adult industry has been under scrutiny in the past few years, not just for the morality of the service it provides, but also in terms of the sustainability of its profitability and success with regards to the market itself. In terms of the online video industry, arguments have been voiced as to how the industry can continue to monetise users.
Contrary to the fears of sustainability, Juniper has found that the adult video market is showing growth and uptake across the globe, particularly in areas deemed traditionally to be conservative.
Arguably this is due to the prevalence of ‘free content’, videos accessed via Tube sites which are easy to access and address users concerns in that they don’t leave a ‘digital trail’ (ie they don’t require registration or payment details).
India’s Adult Law Reversal Shows How Porn Perceptions Have Changed
India’s blockage of 857 adult sites on July 31st was outlined as a move to protect children in the country from accessing pornographic content. It followed criticism from India’s Supreme Court earlier in the year, who expressed their unhappiness at the government’s lack of ability to block such sites.
However the process of closing the sites lasted just 2 days, facing backlash, with the law being described as ‘moral policing’ and amongst its greatest critics were a number of India’s politicians.
What has occurred since, is a far more ambiguous law which intends to close those sites that specifically promote child pornography- ‘ISPs are free to allow access to the previously banned websites, which do not have child pornographic content’ N N Kaul, spokesman for the government’s telecoms department, told AFP news agency.
Porn is big business in India, with the country ranked fourth in terms of Pornhub’s global internet traffic in 2014. In fact, Juniper forecasts the adult market to see a contribution of $52.5 million from the Indian Subcontinent this year.
World’s Biggest Porn Network to Offer ‘Premium Service’
India’s law reversal comes at the same time that monetisation announcements have been made by one of the largest providers of porn. Pornhub is the world’s biggest online adult video network, boasting a reported 78.9 billion video views in 2014.
The network announced just last week that it is to release a premium service for its customers, aiming to cash in on users who want an ad-free, ‘all you can watch’, HD service and to become the ‘Netflix of porn’.
Whilst Juniper has forecast the Digital Adult industry to see over 193 billion video views in 2020, it’s believed that the majority of these views will stem from ‘free’ videos, with advertising being the more successful monetisation strategy.
Juniper’s Research into the adult content industry; Digital Adult Content: Market Trends, Forecasts & Revenue Opportunities 2015-2020, is available from Juniper’s website now.