trends

In 2015 Paysites Focus on the Hunt for Traffic Sources

The adult membership website model made a long list of webmasters rich in the 1990s and 2000s. But in recent years, the paysite sector has become increasingly challenging. Paysites find themselves competing with everything from free adult sites to webcam sites, which have turned out to be one of the most lucrative sectors of the adult entertainment industry. Nonetheless, some webmasters continue to turn profits with the membership paysite model. And in 2015, paysite trends to watch out for range from increased mobile/wireless optimization to an abundance of niche marketing to more inclusion of micropayments.

Sarah Jayne Anderson, affiliate manager for Larry Flynt’s HustlerCash.com, stressed that in 2015, webmasters’ marketing challenge goes beyond simply making their content more mobile-friendly — they will need to proactively take a multi-device approach.

In 2015, niche-specific paysites that have something special to offer will have a competitive advantage in the paysite market, [T]here is now an expectation, especially from younger consumers, that content should be free. -Peter Acworth, founder and CEO of the BDSM giant Kink.com.

Consumers, Anderson predicted, will use multiple devices in 2015: Someone viewing content on a desktop in the morning might be viewing content on a smartphone in the afternoon or evening, and paysites will need to take all of those devices into consideration in 2015.

“As an industry, we should pay attention to how virtual media consumers are increasingly expecting a seamless experience between their devices,” Anderson asserted. “For example, if I started watching a movie on Netflix on my desktop and then stopped and moved to my tablet, phone or even Roku, the account will remember where I left off with the movie. Mainstream leaders aren’t treating their customers as desktop versus mobile: they know the same customer moves between devices on the one account, and increasingly, so will (the adult industry). The better we take that into account now, the easier it will be to stay relevant.”

2014 was a year in which niche marketing played an important role in the adult paysite sector. Many webmasters, realizing how plentiful standard vanilla heterosexual erotica is on membership sites, catered to specific niches. RagingStallion.com and NakedSword.com continued to be leaders in the gay market, and Pridebucks.com maintained its portfolio of high-quality gay paysites. Other niche-minded webmasters catered to anything from MILFs and cougars to BBWs to BDSM. And paysites that were niche-driven in 2014 will continue to be niche-driven in 2015.

Peter Acworth, founder and CEO of the BDSM giant Kink.com, asserted that in 2015, niche-specific paysites that have something special to offer will have a competitive advantage in the paysite market.

“The business continues to be affected by the fact that there is now an expectation, especially from younger consumers, that content should be free,” Acworth observed. “I think the tight niches of the Kink.com suite are somewhat protected by their uniqueness in their tight niches. We aim to continue to stay in those tight niches as a result. We are also moving to a new content distribution platform in early 2015, which will allow us to repackage and bundle our portfolio arbitrarily based on tags or other attributes of shoots, and thus, better optimize conversions from incoming traffic.”

Acworth added: “The paysite membership business continues to be tough. I think you’ll see companies focusing on better analyzing their data to optimize their traffic buying and using content to leverage sales of other products and services.”

In 2014, adult content provider Webmaster Central cited a 34 percent increase in activity for the BBW niche. And Webmaster Central CEO Andy Alvarez predicted that niche content will continue to reach its select audience in 2015.

“Having very specific niche sites is a great way to capture a member base that is not being satisfied on megasites,” Alvarez explained. “I think BDSM will continue to be a hugely popular niche. Our amateur/reality content was the most searched type of content at Webmaster Central. We have built many amateur niche sites for our clients.”

Although micropayments have been popular in mainstream e-commerce, their potential for adult e-commerce has been hotly debated among paysite owners. But Alvarez said that webmasters should not rule out micropayments as an option in 2015.

“The paysite model will continue to evolve in the face of the tube sites,” Alvarez said. “The hottest trends specific to paysites are smaller micropayments for additional upgrade services and content such as Webmaster Central. We are seeing many customers using Webmaster Central as a one-click upsell, which allows them to charge less on the monthly membership and still make more money.”

In 2015, the adult industry will no doubt see many webmasters becoming even more aggressive in their mobile/wireless promotions. And Alvarez said that the days of webmasters being able to thrive without mobile traffic are over. “I think mobile sites will be the rule and PC-oriented paysites will be the exception,” Alvarez explained. “Almost 50 percent of our traffic now comes from mobile devices. That trend is not changing.”

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

profile

WIA Profile: Reba Rocket

As chief operating officer and chief marketing officer of Takedown Piracy, long at the forefront of intellectual property protection in adult entertainment, Rocket is dedicated to safeguarding the livelihoods of content creators and producers while fostering a more ethical and sustainable industry.

Women In Adult ·
opinion

Protecting Content Ownership Rights When Using AI

In today’s digital age, content producers have more tools at their disposal than ever before. Among these tools, artificial intelligence (AI) content generation has emerged as a game changer, enabling creators to produce high-quality content quickly and efficiently.

Corey D. Silverstein ·
opinion

How Payment Orchestration Can Help Your Business

An emerging payment solution is making waves in the merchant world: the payment orchestration platform (POP). It’s quickly gaining traction as a powerful tool for managing online payments — but questions abound.

Cathy Beardsley ·
opinion

Fine-Tuning Refund and Cancellation Policies

For adult websites, managing refunds and cancellations isn’t just about customer service. It’s a crucial factor in maintaining compliance with the regulations of payment processors and payment networks such as Visa and Mastercard.

Jonathan Corona ·
profile

WIA Profile: Laurel Bencomo

Born in Cambridge, England but raised in Spain, Laurel Bencomo initially chose to study business at the University of Barcelona simply because it felt familiar — both of her parents are entrepreneurs. She went on to earn a master’s degree in sales and marketing management at the EADA Business School, while working in events for a group of restaurants in Barcelona.

Women In Adult ·
profile

Gregory Dorcel on Building Upon His Brand's Signature Legacy

“Whether reflected in the storyline or the cast or even the locations, the entertainment we deliver is based on fantasy,” he elaborates. “Our business is not, and never has been, reality. People who are buying our content aren’t expecting reality, or direct contact with stars like you can have with OnlyFans,” he says.

Jeff Dana ·
opinion

How to Turn Card Brand Compliance Into Effective Marketing

In the adult sector, compliance is often treated as a gauntlet of mandatory checkboxes. While it’s true that those boxes need to be ticked and regulations must be followed, sites that view compliance strictly as a chore risk missing out on a bigger opportunity.

Jonathan Corona ·
opinion

A Look at the Latest AI Tools for Online Safety

One of the defining challenges for adult businesses is helping to combat the proliferation of illegal or nonconsensual content, as well as preventing minors from accessing inappropriate or harmful material — all the more so because companies or sites unable or unwilling to do so may expose themselves to significant penalties and put their users at risk.

Gavin Worrall ·
opinion

Know When to Drop Domains You Don't Need

Do you own too many domains? If so, you’re not alone. Like other things we accumulate, every registered domain means something to us. Sometimes a domain represents a dream project we have always wanted to do but have never quite gotten around to.

Juicy Jay ·
opinion

Understanding 'Indemnification' in Business Contracts

Clients frequently tell me that they didn’t understand — or sometimes, even read — certain portions of a contract because those sections appeared to be just “standard legalese.” They are referring, of course, to the specialized language used in legal documents, including contracts.

Corey D. Silverstein ·
Show More