With sales tanking quickly over the past several years in favor of free alternatives, the industry is now trying to figure out ways to stay afloat. Piccionelli estimates that no more than 15 or 20 percent of the porn in the wild is legitimate—for an estimated $50 billion industry, that could mean a lot in lost sales, although it is highly debatable whether many of those downloading XXX features on their P2P network of choice would have purchased those titles instead.
Attendees at the conference were split over how exactly to compete against pirates, however. Some wanted to focus on stopping piracy—a noble goal indeed—and one company even set up a web site for producers to post screenshots of pirated content for potential future use in lawsuits. "It's for any kind of stolen content," Shane's World VP Megan Stokes said. "[W]ith the time-stamp and the screenshot, it's something that we can start using as evidence in court cases."