During her investigation, Lisa met Steve Hirsch, the Ivy League–educated CEO of the world's largest adult film studio, Vivid Entertainment. Steve says porn producers are trying to keep up with the needs of new female consumers.
"I would say that 30 to 40 percent of the market is female. Now, some of that are men who rent movies to watch with their wives," he says. "We saw this huge couples' market that was untapped and nobody was really going after."
To make porn more appealing to women, Steve says his studio began producing a different sort of adult film. "I think that there's more foreplay. There's more tease," he says. "Women, in a lot of cases, like to watch movies with story lines."