In 2023, Pornhub marks the 10th anniversary of its Year in Review Insights, a comprehensive reflection on the changing landscape of the world’s porn viewing habits over the past decade.
This annual report has been a source of trends, searches and insights that provide a snapshot of the evolving preferences of viewers.
This year, mature content took centre stage in the trends, with the MILF category climbing to the 5th most viewed worldwide, and the Mature category securing the 7th position with a remarkable growth of 69%. The popularity of mature content soared, becoming the 2nd most viewed category among men and the 5th for women.
Searches for “mature” surged by 77%, driven by terms like “mature cougar”, “mature anal” and “mature amateur”. “GILF” (Granny I’d Like to Fck) and “DILF” (Dad I’d Like to Fck) searches experienced substantial increases, indicating a diverse range of interests within this category.
In the United States, “MILF” claimed the second spot in search queries, surpassing the previous year’s favorite, “Hentai.” Meanwhile, the United Kingdom saw a surge in searches for “mature British”, with a staggering growth rate of 751%, making the Mature category the 3rd most watched.
Size-related content also made waves in 2023, with categories like Big Tits, Big Ass and Big Dick experiencing significant increases in view time. Searches for terms like “big”, “bigger”, and “biggest” collectively rose by 177%, reflecting an interest in larger proportions.
Technology played a role in shaping preferences, as searches related to “android” surged by 1689%, and terms like “sex machine” and mechanised sex toys gained popularity. The growth of the “NPC” (Non-Playable Character) category by 1541% highlighted the influence of technology trends on sexual interests.
Uniform-themed content saw a surge of 243% in searches, with categories like “military uniform” and “cop uniform” gaining traction.
The desire for sexual healing was evident in searches related to “therapy”, which grew by 344% worldwide. The increasing interest in professions like “massage therapist” and “sex therapist” reflected a curiosity about therapeutic and intimate experiences.
The most searched terms of 2023 continued some familiar trends, with “hentai” maintaining its top position for the third consecutive year. “Milf” rose to the second spot, followed by “lesbian” in third place.
In the realm of performers, Abella Danger retained her position as the most popular pornstar of the year, accumulating over 1.8 billion views. Angela White and Eva Elfie secured the second and third spots, respectively, in the list of most popular performers.
Candy Love emerged as the most viewed Amateur Model of 2023, followed by Sweetie Fox and Porn Force.
The United States continued to dominate Pornhub’s global traffic, followed by the Philippines, France, Canada, Brazil, Spain and Poland. Together, these top 20 countries constituted 78.5% of the platform’s daily traffic.
Reflecting on the changing dynamics, the average time spent on Pornhub increased by 15 seconds, with viewers aged 45 and above contributing to this uptick. The Philippines, Japan, and the Netherlands experienced notable increases in average visit duration.
While Maryland claimed the title for the longest average time spent on Pornhub per visit in the United States, Louisiana had the shortest duration. Weekly and daily averages indicated peak viewing times, with Monday at 11 p.m. being the favorite.
Categories like Lesbian and Japanese retained their positions as the most viewed, while growth categories included Korean, Japanese, Mature, Cartoon, and Cosplay.
Female visitors continued to contribute significantly, reaching 58% in the Philippines. Globally, the proportion of female visitors increased by 1%, reaching 36% in 2023.
Demographically, the average age of Pornhub visitors remained steady at 37, with the 18-34 age group constituting over half of the viewership. Generational differences in category preferences were evident, with Gen Z showing particular interest in Cosplay and Hentai.
The shift towards mobile devices continued, with 91.3% of traffic coming from mobile devices in 2023. Android remained the dominant mobile operating system, while Chrome led the way in web browser usage.
Fortnite maintained its position as the most searched video game, followed by Overwatch and Minecraft. Chun Li from Fortnite emerged as the most searched video game character.
Notable drops in traffic were observed during holidays such as Thanksgiving Day in the U.S. and Walpurgis Night in Sweden.
As technology evolves and societal attitudes shift, Pornhub’s Year in Review Insights serves as a testament to the dynamic nature of human desires and the ever-changing landscape of adult entertainment.
[Image created via MidJourney]