The Web That Porn Built
Four years ago I wrote an article for a British magazine, looking at the technologies used by the adult industry, asking if they could perhaps end up shaping the future of the Web. While the magazine itself has now sadly vanished, I’m still here - so I thought it might be time to revisit the topic!
Technologies that we were taking for granted in 2003 were originally pioneered (or at least perfected) by the adult sector. Simple things like members-only sites and e-commerce wouldn’t have been what they were back then without porn - but what exactly were the brave new frontiers four years ago, and how much have they shaped the Web as it is today?
P2P Promotion
Then. The illegal trading of adult content had reached epidemic proportions, and several companies sprung up to offer potential solutions, including allowing the pirates to watch downloaded films before automatically being taken to the publisher’s website, where they could buy other related content legally.
Now. Unfortunately, very little has changed. Piracy has basically risen to meet demand, and I honestly can’t see this changing until all the major players in the film industry work together to create a unified method of delivering inexpensive content via the Internet. Perhaps soon the film industry will start harnessing P2P for its own benefit, instead of suing people for using it!
Wireless Content
Then. Mobile provider Three was poised to sign a deal with Playboy, to provide adult content via its 3G Network - and in America some mobile companies were already charging around 8 dollars a month for access to adult screensavers, streaming video and ’sexy’ ringtones. As more mobile operators launched 3G services, the level of wireless porn was expected to increase - but even in 2003 the yearly American revenue from mobile adult content stood at an impressive 500 million dollars.
Now. It’s widely accepted that 3G’s “killer app” is adult content, with wireless porn expected to generate a staggering 2.9 billion dollars a year by 2009! This can only continue to rise, as more people switch their phones from traditional connections to 3G.
Geolocation
Then. Geolocation is a very simple technology, but it allowed adult site owners to work out where in the world their visitors were coming from, and then to tailor the content to be relevant. This made visitors feel more welcome, which in turn made them more comfortable with handing over their signup fee.
Now. The same technology now benefits Web broadcasters, many of whom have the rights to broadcast in some countries, but not in others. Companies like the BBC can now tailor their content according to where you are from, preventing Copyright infringement and other potential legal issues.
Mass Marketing
Then. Adult sites were quick to discover that they could boost both their profile and their earnings by using syndication and affiliate marketing. Syndication of content was particularly common, with single providers like Falcon Foto repeatedly supplying the same content to a huge number of different sites.
Now. Without the syndication of adult content being as prolific as it was, it’s unlikely that the XML format (and RSS, which is based on it) would be used as widely as it is - and the whole ‘mashup‘ thing (including AJAX) certainly wouldn’t be happening! As far as affiliate marketing goes, Amazon’s whole revenue model is heavily dependent on referrals - and last year they had higher referrer-driven sales than direct ones!
Streaming Video
Then. The majority of adult sites were still getting to grips with streaming video clips, and the results were generally poor - leaving those that did get it right to clean up financially! Also lacking back then were codec standards, meaning that somebody visiting three different sites might need to download three different players to watch the same video!
Now. There’s no shortage of places to watch streamed videos, with YouTube being the obvious holder of the crown. These days there’s also only really two codecs that surfers need to worry about - Microsoft’s Windows Media Video format (which comes as part of Windows) and Flash Video (97% of browsers have Flash support by default).
Micropayments
Then. Adult sites were beginning to make use of ‘token’ systems - where a visitor would pay for a block of credits that could then be redeemed to watch videos or download packs of images. Only one digital music site (OD2 - now owned by Nokia) had offered the same way of paying for audio, but it was glitchy to say the least!
Now. I think the undisputed king of micropay has to be iTunes: high-quality music, available 365/24/7, intelligent recommendations and reviews, and all for less than a dollar per track. When it comes to images, iStockphoto has also perfected the process - allowing you to purchase credits which can later be used to buy photos, illustrations, Flash files and video clips.
So What Does The Future Hold?
Where will we be in another four years, and what technologies is the adult industry pushing now? The main focus of new adult sites is Social Networking, allowing users to provide content that will be viewed by millions. It’s incredible, but articles about porn sites have even made major commercial blogs!
The industry is also working with hardware developers to create products that will bring virtuality and reality just that little bit closer. These products will only interest thrill-seekers initially, but once the groundwork for remotely-controlled hardware of this type has been laid, then the same principals will be applied to other industries - and who knows where that could lead us!
What do you think then? Do you agree with my opinion that current Internet technology has been driven by historical use in the adult sector - or am I talking rubbish? I’d love to hear your opinions on this, if you’re brave enough to comment of course!
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You are absolutely right. I - being frakking old - remember the fight of the video formats back in 1848. Porn industry decided to use VHS, so VHS won.
Now we got HD-DVD and BluRay. Porn industry decided to go for HD-DVD, guess who will win this fight?
Love the porno picture of some dirty hardcore kissing action
I think there’s some truth in what you say though. I remember when I first encountered the web (1997) and back then the only people seeming to make any money out of the web were filth mongers (and eBay).
As you point out, something similar is happening with 3G now. Over time as networks lower the prices of 3G and more users get to grips with it, I’m sure we’ll see more diverse 3G business models popping up.
I don’t think it’s as much to do with porn pushing the technologies, but more to do with the oldest marketing technique in the world. Sex sells - it’s a fact. And consequently this is why porn seems to be at the forefront of these new technologies. It reliably makes money, with little outlay, and paves the way for more respectable (and risk averse) businesses and entrepreneurs.
Interesting about micropayments having started with adult content sites. To be perfectly honest, I really thought iTunes pioneered that idea. D’oh! Good read Paul.
Aaron - on your last paragraph - so true and very well put. Sex seems to lead the way in many industries. Hollywood comes to mind right away. Mature content appearing in movies has had a powerful influence over what is now allowed in television. The tie between sex and the almighty dollar is strong.
Unfortunate too, because it seems people are becoming more desensitized to it all the time (myself included). Sometimes I worry about the kind of junk our kids as a generation will be exposed to (whether on the internet, TV, or even the street) that we won’t even be aware of for that very reason.
Zep,
You’re right about the comparison between VHS and Betamax - VHS won because Sony wouldn’t allow home users to record on to their tapes, and that would have hiked the costs had the adult sector not used VHS.
The news surrounding the Blu-ray Disc Association being against publishing adult material on the format was actually incorrect - and most major adult titles are now being put out on both.
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Aaron,
Glad you like the smutty picture… I was going to do a complete departure, and post a picture of a pair of pink fluffy slippers - but I changed my mind at the last minute!
Sex does indeed sell..!
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Charity,
I’m glad you found it interesting - and I sympathise totally with your concerns regarding what your children might be exposed to! Mind you, I bet our parents felt the same about the declining standards in television, and probably would have been petrified if somebody had described the Internet to them 30 years ago!
Well, I can’t argue with that! Can you imagine what we’ll have to deal in another 20+ years, as parents of 30-somethings? Yikes.
I’m with the others, Paul, nice read you posted. I don’t think you’re talking rubbish at all and as porn is still such a large part of the internet I’m sure it’s playing its part in how the next four years pan out (even though social networks are gaining a LOT of momentum).
It was also interesting to read how Zep was alive and kicking back in 1848. How things have changed in the porn industry since then!
Thanks David! I don’t think the current style of Social Networking websites will be around for that much longer as it happens - I think they’re about due a massive rethink! Fortunately (with my position at Britster) I’m going to be a great position to define what that ends up being…
I’ve been talking to a friend who wants to set up a political EU-specific network. The main stumbling block is getting through to politicians.
Britster looks like a huge project. Who’s involved with that?
I never thought about it, but your argument is very convincing. Is Britster live yet? How about a post about it? I would be interested in hearing about the background of why you set it up too.
David,
I personally thought that getting through to the politicians was a stumbling block for everyone!
Britster will indeed be huge - especially if pre-launch interest and signups are anything to go by! The project concept (and the funding) comes from my colleague Wes, who has some awesome ideas, but doesn’t (by his own admittence) do the technical side of things! I’m doing the design and implementation of the project, and we’re both working on the marketing and promotion.
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Tara,
Britster will hit private beta on July 1st, with an expected public beta (soft launch) at the end of July. I’m pretty sure that I’ll be writing more about it once it gets close to being completed!
Nice one. Best of luck with it, Paul, and I’ll be keeping an eye on proceedings.
Thanks! I’m really looking forward to seeing it fly!
[…] [thanks to Zep, Aaron, Charity, David Airey and Tara for their valued comments on my previous post] […]
I personally don’t watch porn — just kidding.
A perfect analysis. I always thought that most of the “today” technology like “video streaming via flash” (the base of youtube, revver, etc…) were born because the porn market was searching for new way to enlarge their business
Grazie Francesco! Porn is all about growing - in more ways than one!
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It seems that the web is being polluted by all that is adult content or illegal. As long as regulations are not applied worldwide, there will always be prosecutors.
Armand Rousso
http://internet.armandrousso.biz/
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