PornHub year-in-review report: The U.S. remains the world’s largest consumer (and producer) of pornography, followed by France and the Philippines.

PornHub's 2024 year-in-review report reveals fascinating insights into global viewing habits, showcasing new trends, shifting preferences, and the growing diversity of its audience.

One interesting fact is that the number of female visitors on this popular pornography platform increased by 2% last year, up to 38% of the total. In 2015, their number was 24% and grew steadily ever since.

In the top term searches, “hentai” – which describes pornographic or explicit content that is animated or illustrated in the style of Japanese anime or manga - reigned supreme for the fourth consecutive year, according to a breakdown of the most significant highlights from the PornHub report.

The term's global appeal, encompassing anime-style characters, video game protagonists, and 3D animations, reflects a continued fascination with fantastical and animated content.

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It was also the most searched-for term on PornHub in the United States, for the first time ever.

Other popular terms were “MILF”, “pinay” and “lesbian”. The word Pinay is a noun for a woman of Filipino origin or decent. The popularity of the term is likely in part due to the increasing number of viewers coming from the Philippines, which accounted for the 3rd most amount of traffic to Pornhub this year.

However, the most viewed category yet was MILF (+4), a term describing middle-aged women, showcasing a taste in mature, confident women. Second comes Anal (+2) and Japanese (-1).

Men were interested in particular in the categories Japanese, MILF, and Mature, while women preferred Lesbian, Japanese, and MILF.

Both sexes browsed for Anal as their fourth choice, the report indicates.

Per country, only Russians were most interested in Anal. Americans flagged a taste for Ebony – just like the largest part of sub-Sahara Africa, while most Canadians and Australians stayed tuned for Lesbian.

The French and Italians displayed some sort of patriotism by viewing French and Italian porn, respectively.

Global traffic leaders

The United States continues to dominate PornHub traffic, followed by France, which edged out the Philippines for the second spot. France's second-place ranking is likely tied to global events like the Paris Olympics, highlighting how external events can influence traffic patterns.

The U.S. is also by far the largest producer of adult content in the world. 

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One curious fact is that the Philippines led in female participation, with women making up 59% (+1) of viewers. Argentina was the second country where women accounted for more than half of PornHub visitors (51%, +4). Other major female interest in PornHub came from Colombia (49%) and Mexico (48%).

Conversely, European and North American countries like Germany (26%) and the U.S. (29%) reported lower proportions of female viewers.

The rapid growth of female viewers globally suggests an ongoing cultural shift, with adult content becoming more normalized and inclusive across gender lines. This growth is notable in societies where traditional taboos around women consuming adult content may be loosening.

Device usage and age demographics

Smartphones remain the dominant medium for accessing PornHub, accounting for 90.5% of global traffic. Desktop usage and tablet traffic was 7.9% and 1.6%, respectively.

The average viewer age on PornHub rose slightly to 38, with the 18-24 age group comprising 27% of traffic. Together with the 25-34 group (24%), viewers under 35 represent over half of the audience.

PornHub's report does not cover countries like China, India, Iran or Turkey. This may be owed to legal and regulatory restrictions, data collection challenges, lack of market penetration, or cultural sensitiveness.

In China and Iran, for example, pornography is strictly illegal, with the both governments enforcing strict censorship and blocking adult websites as part of a broader internet regulation and control. India and Turkey, on the other hand, allow adult content, but frequently block the access to porn websites or make data collection difficult due to conservative policies.

Many smaller countries were deemed irrelevant for the report given the insignificant number of visitors.

Infographics source: PornHub report.

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