MIAMI (CBS4) ― Recession is a dirty word especially in the porn industry. Sales of videos are down double digits for the first time in 40 years. Some believe that a decline in this once recession-proof business, could be an indication of a decline in overall consumer confidence.

So is porn going soft? According to Adult Video News, the industry’s leading trade publication, DVD sales fell 11-percent in 2006. This year, it’s closer to 30-percent.

Economics professor Robert Gustafson said that’s very unusual for this industry.

“We’re seeing this happen for the first time where you have the adult world actually in their own form of a recession,” said Gustafson

Competition from the internet has also cut into profits.

Consumers are hooked on pornographic knockoffs of You Tube, like Your Porn, the world’s number one porn site, which offers free uploads of adult entertainment videos.

Hustler president Michael Klein said while DVD sales may be down, his stores, magazines, and casino are doing well. In fact, Hustler is now marketing the brand on cell phones.

“Despite the economy and being in a recession people still find ways for entertainment and adult entertainment is usually affordable,” said Klein.

According to Professor Gustafson these obscene losses won’t last long.

“It’ll come back maybe in a different way maybe in 3D,” said Gustafson.

Porn in 3D is not unlikely. The industry has always been able to profit from new technology.

The porn industry overall earned an estimated $14 billion last year although some within the industry say that estimate is high.