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The site attracted a few hundred subscribers in its first year, then a couple thousand the next; it became profitable by 2010. The couple married in 2011; Pelissier changed her last name to Pelissier Field. That year, she noticed a change at X-art.com: the number of subscribers?the site had about fifty thousand by then?had stopped growing. The Fields hired an outside company to investigate whether people were watching their films without paying. They concluded that, each month, three hundred thousand people were watching pirated versions of their movies?including eighty thousand in the U.S. ?We felt like we had to do something,? she said. ?I don?t want to wake up in five years and have everything be free.?
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By 2013, subscriptions had declined to below fifty thousand. The Fields ramped up their annual production budget to around two million dollars, hoping to lure more subscribers with fresher material.
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Interesting. 2011 seems to be about the year where most of the big guys started feeling the fallout from the DMCA tube model and piracy. Kink also reported it's first loss in 2011 according to another article where they interviewed the owner.