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To get fairly accurate numbers, stop looking at the companies and look at consumers instead.
Poll a significantly large and representative group of the population on their spendings on porn, and you have a fairly good idea of what spending in that specific country is.
There are some caveats (porn sites promoting other things, people underreporting their spending, etc), but it's the best way to get numbers that at least have some basis in reality.
Now, as for the size of the adult industry... Let's try to make a very rough guess just for the US.
There are roughly 200 million adults in the US. About half of them are women, who appear to spend much, much less on porn than men do. What do the men spend? $20 per man per year does not seem unreasonable... that's an average of 1-2 purchases a year. It could be way off the mark, of course - we'd need an actual study to come up with actual numbers.
Now, if we make the rough assumption that women spend 10% of what men do on porn, that leaves us at about 2.2 billion for the US market.
Of course, that's a very, VERY rough guess. So let's set some limits instead, to establish a reasonable range.
$5 per man per year spent on porn is the absolute minimum imaginable. That would only require 10% of men spending $50 a year on porn. And for female spending, let's put the absolute minimum at 1% of what men spend. Those numbers combined, the US market would clock in at a very meager $505 million a year.
On the other hand, an average of $50 per man per year seems about the maximum imaginable, considering the huge amount of men who spend absolutely nothing on it. For female spending, let's put the maximum at 50% of what men spend. With those numbers, the total would be $7.5 billion a year.
Again, what we really need is a representative poll, but these numbers do give an indication: for the US market, the real number is likely to be in the (very) low 10 digits.
One big question arises, however: why the hell doesn't XBIZ just spend a few thousand bucks to get that poll done?
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