The industry is noted for having frequent turnovers; since the dawn of the AV industry in the early s, hundreds of AV idols have debuted every year, with an average career span of about a year, appearing in five or ten videos during that time. The line between "adult" and "family" entertainment in Japan is not as clear-cut as it is in some other countries. A celebrity may appear in AVs after already having established a career in mainstream television. Also, it is not rare for a popular AV actress to go on to become a mainstream celebrity. In , it was reported that over 11 AVs were being made every day by over 70 production companies in Tokyo alone. The AV market was estimated to make up about 30 percent of Japan's video rentals. AV performers were often struggling actresses who could not find work in the theatrical Roman Porno films and girls from the soaplands. According to cultural essayist Rosemary Iwamura, "she didn't seem to be making videos because of a lack of options but rather as an informed choice.
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