In November 2024, the adult website Pornhub.com was the website with the most pages per visit in Finland, with an average of 8.41 pages visited per session. Tori.fi followed with 7.08 pages per visit. Search engine giant Google.com ranked eighth, with 3.96 pages, while its local URL Google.fi ranked fifth, with 5.15.

As of November 2024, pornhub.com held the leading adult content and pornographic website for global uses, as it averaged around 5.25 billion monthly visits. Xvideos ranked second, with 3.47 billion monthly visits. While adult content makes up one of the largest chunks of the global internet traffic, search engine Google and social video platform YouTube ranked as the most visited platforms at the end of 2024, with 136 and 72.8 billion visits monthly.

The Adult and Pornographic Websites industry generates most of its revenue from subscription fees for premium access to pornography. However, a sizeable share of revenue also comes from the sale of display ads. Growth in mobile internet connectivity and shifting sexual attitudes have increased pornographic material consumption. The industry's shift towards mobile optimization has been crucial, with mobile now accounting for 70-80% of visits to adult sites. This adaptation to mobile has led to increased user engagement and more effective monetization strategies, including direct messaging and in-app purchases. As a result, industry revenue will climb at a CAGR of 8.1% to $1.3 billion, including 1.1% growth during 2025. However, profit across the industry is more limited than in the broader online sector since very few of the industry's viewers can be converted to paid subscribers and few large advertisers are willing to mingle their brands with adult content. The adult industry's dynamics have been reshaped by platforms like OnlyFans, which have redefined consumer spending patterns. OnlyFans positioned itself as a leader in personalized content delivery, seeing a remarkable 70% increase in transactional spending driven by its hybrid subscription model. As traditional pornographic giants struggled with regulatory strain—such as credit card companies ceasing transactions with Pornhub after allegations of illegal content hosting—subscription-based and direct-to-consumer options surged to prominence. Meanwhile, stringent regulations and age verification requirements have posed significant challenges, leading to a decline in traffic for some traditional platforms. The industry is poised to continue growing, though more subdued. Industry revenue will hike at a CAGR of 2.0% to $1.4 billion. As more US states implement age verification laws, platforms must invest heavily in sophisticated compliance systems, potentially influencing operational dynamics across the board. The growth of AI and VR is set to enhance user experience, promising more personalized and immersive content. Moreover, successfully adapting subscription and transactional models could diversify revenue streams and reduce dependence on advertising. Collaboration among industry leaders, legal entities, and tech companies could lead to unified age verification systems that balance compliance with user comfort.

Pornhub, which is owned by the Canadian entertainment conglomerate Aylo, saw over three billion visits to its website from users based in the United States in January 2024. Web visits from Indonesia ranked second, as almost 765 million visits from the country were registered to Pornhub in the examined period. Brazil followed, with around 503 million visits to the popular pornographic website. France users generated approximately 470 million visits to the website during the measured month.

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The global market for digital adult content is a substantial and rapidly evolving industry. While the provided data states a 2025 market size of $11,170 million, lack of a CAGR figure prevents precise forecasting. However, considering the consistent growth driven by factors like increased internet penetration, smartphone adoption, and the rise of VR/AR technologies, a conservative estimate of a 5-10% Compound Annual Growth Rate (CAGR) is plausible. This would project the market to reach between $17,000 million and $20,000 million by 2033. Key drivers include the expanding availability of high-quality content across various formats (videos, ebooks, audio, video games), the increasing accessibility through diverse platforms (mobile devices, computers, tablets, smart TVs), and the growing acceptance of adult content consumption as a normalized form of entertainment. Market trends indicate a shift toward subscription-based models, personalized content recommendations, and the integration of interactive elements enhancing user engagement. Conversely, restraints include regulatory challenges, concerns about content piracy, and ongoing debates surrounding ethical considerations and potential negative societal impacts. Segmentation analysis reveals that video content holds a significant market share, closely followed by mobile device consumption. The geographical distribution of the market is diverse, with North America and Europe representing substantial portions of revenue generation. However, regions like Asia-Pacific are experiencing rapid growth owing to rising disposable incomes and burgeoning internet connectivity. Competition is intense, with established players alongside new entrants vying for market share through innovation in content creation, technological integration, and marketing strategies. The future of the digital adult content market hinges on effectively addressing regulatory hurdles, ensuring user safety and data privacy, and continuously adapting to the evolving technological landscape. The industry will likely see further consolidation and diversification with an increased focus on user experience and personalized content delivery. The potential for augmented and virtual reality integration to enhance immersive experiences will also significantly shape the market's future growth trajectory.

In December 2024, the majority of the visits to the leading pornographic websites among online audiences in the United Kingdom were on mobile. Approximately ** percent of the traffic registered to pornhub.com in December 2024 came from mobile devices, while around ** percent was generated via desktop device. Xvideos.com, which ranked as the second most visited adult and pornographic website among UK audiences of the genre, saw ** percent of its traffic coming from mobile devices.

From September to November 2023, Google.com was the leading website in Italy, with more than 3.36 billion total monthly visits. The search engine was also popular in its Italian top-level domain, with Google.it reaching 232 million views. YouTube.com ranked second, with approximately 1.17 billion visits from users in Italy, while adult website Pornhub ranked fourth. Several online newspapers, Repubblica.it, Corriere.it, Gazzetta.it were also among the most visited websites during the month. Mediaset.it, which is the online streaming platform of one of the country's major television broadcasters, collected more than 126 million visits.

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Abstract

Purpose: The multi-country Study on Global Ageing and Adult Health (SAGE) is run by the World Health Organization's Multi-Country Studies unit in the Innovation, Information, Evidence and Research Cluster. SAGE is part of the unit's Longitudinal Study Programme which is compiling longitudinal data on the health and well-being of adult populations, and the ageing process, through primary data collection and secondary data analysis. INDEPTH SAGE Wave 1 (2006/7) provides data on the health and well-being of adults in: Ghana, India and South Africa. Objectives: To obtain reliable, valid and comparable health, health-related and well-being data over a range of key domains for adult and older adult populations in nationally representative samples To examine patterns and dynamics of age-related changes in health and well-being using longitudinal follow-up of a cohort as they age, and to investigate socio-economic consequences of these health changes To supplement and cross-validate self-reported measures of health and the anchoring vignette approach to improving comparability of self-reported measures, through measured performance tests for selected health domains To collect health examination and biomarker data that improves reliability of morbidity and risk factor data and to objectively monitor the effect of interventions

Additional Objectives: To generate large cohorts of older adult populations and comparison cohorts of younger populations for following-up intermediate outcomes, monitoring trends, examining transitions and life events, and addressing relationships between determinants and health, well-being and health-related outcomes To develop a mechanism to link survey data to demographic surveillance site data To build linkages with other national and multi-country ageing studies To improve the methodologies to enhance the reliability and validity of health outcomes and determinants data To provide a public-access information base to engage all stakeholders, including national policy makers and health systems planners, in planning and decision-making processes about the health and well-being of older adults

Methods: INDEPTH SAGE's first full round of data collection included persons aged 50 years and older in the health and demographic surveillance sites. All persons aged 50+ years (for example, spouses and siblings) were invited to participate. Standardized SAGE survey instruments were used in all countries consisting of two main parts: 1) household questionnaire; 2) individual questionnaire. The procedures for including country-specific adaptations to the standardized questionnaire and translations into local languages from English follow those developed by and used for the World Health Survey.

Content

Household questionnaire 0000 Coversheet 0100 Sampling Information 0200 Geocoding and GPS Information 0300 Recontact Information 0350 Contact Record 0400 Household Roster 0450 Kish Tables and Household Consent 0500 Housing 0600 Household and Family Support Networks and Transfers 0700 Assets and Household Income 0800 Household Expenditures 0900 Interviewer Observations

Individual questionnaire 1000 Socio-Demographic Characteristics 1500 Work History and Benefits 2000 Health State Descriptions and Vignettes 2500 Anthropometrics, Performance Tests and Biomarkers 3000 Risk Factors and Preventive Health Behaviours 4000 Chronic Conditions and Health Services Coverage 5000 Health Care Utilization 6000 Social Cohesion 7000 Subjective Well-Being and Quality of Life (WHOQoL-8 and Day Reconstruction Method) 8000 Impact of Caregiving 9000 Interviewer Assessment

Geographic coverage

Kassena-Nankana District of the Upper East region of Ghana.

Analysis unit

households and individuals

Universe

Navrongo Health and Demographic Surveillance Site fifty plus population

Kind of data

Sample survey data [ssd]

Sampling procedure

Single random sample of individuals 50+ years. Sampling frame obtained from demographic surveillance database. No replacement of individuals not met, not found or for refusals.

Mode of data collection

Face-to-face [f2f], PAPI

Research instrument

The questionnaires were based on the WHS Model Questionnaire with some modification and many new additions. A household questionnaire was administered to all households eligible for the study. An Individual questionnaire was administered to eligible respondents identified from the household roster. The questionnaires were developed in English and were piloted as part of the SAGE pretest. All documents were translated into XX. All INDEPTH SAGE generic questionnaires are available as external resources.

Cleaning operations

Data editing took place at a number of stages including: (1) office editing and coding (2) during data entry (3) structural checking of the CSPro files (4) range and consistency secondary edits in Stata

Response rate

A total of 900 were sampled. 593 successful respondents in data set. Response rate (593/900) is 65.9%

Digital Adult Content Market size was valued at USD 45.5 Billion in 2024 and is projected to reach USD 78.8 Billion by 2032, growing at a CAGR of 7.1% during the forecast period 2026 to 2032. Global Digital Adult Content Market Drivers:The market drivers for the digital adult content market can be influenced by various factors. These may include:Increasing Smartphone Penetration: Increased global smartphone usage allows for simple and private access to adult content. With mobile devices being the dominant viewing platform, customers seek discreet and on-demand consumption, resulting in increased traffic and user engagement in the digital adult content market.Growth of Subscription-Based Platforms: Platforms such as OnlyFans and Fansly have normalized paid adult content consumption. Subscription models provide regular revenue for artists and secure, ad-free experiences for users, making them appealing and long-term business solutions that drive industry growth.

As of November 2024, Pornhub.com confirmed itself the leading domain for online pornography, reaching approximately 928 million unique monthly visitors. The website, which was launched in 2005, is owned by the adult industry conglomerate Aylo (previously MindGeek). Xvideos, owned by the Prague-based WGCZ Holding, ranked second with almost 613 million users visiting its adult entertainment service.

In April 2024, adameve.com recorded over *********** visits to its website, making the U.S.-based company the most visited sex toy website worldwide. The German adult toy retailer eis.de ranked second, with overall traffic to its website reaching approximately *********** visits that same month.

In December 2024, OnlyFans.com saw approximately *** million monthly website visits from users worldwide. Launched in 2016, OnlyFans is a social and video platform that allows creators to monetize their content via paid subscriptions and tips. In recent years, the London-based platform has become increasingly popular for hosting adult content.

Between April 2022 and January 2024, global traffic to Xvideos.com originated mainly from mobile devices. In January 2024, Xvideos saw over 7.38 billion mobile visits from global users. In the same month, the desktop traffic to the popular pornographic website was less than 325 million visits. In April 2023, approximately 96 percent of the traffic to Xvideos.com originated from mobile devices.

In December 2024, *********** was the most popular pornographic websites among online audiences in the United Kingdom. The popular adult website saw around ****** million visits in the examined month. ******* ranked second, with almost ** million visits generated in the last month of 2024, while Cyprus-based ************ saw ** million visits during the same time.

Who watches online porn? Online pornography consumption is a heavily gendered phenomenon in the UK. As of May 2023, over ** million men and male teenagers were reported to be watching pornography online, while the number of women accessing pornographic content online was *** million. Pornhub was the adult content website with the highest reach among adult men in the UK in 2023, as ** percent of all digital male users reported engaging with the website. In comparison, while Pornhub was still the pornographic website with the highest reach among adult women, only **** percent of all female online users in the UK reported engaging with the platform.

Online porn consumption trends in the UK Approximately *** in ** users aged between 18 and 24 years, as well as among users aged 25 and 49 years, watched pornography two or three times per week. Overall, the frequency of watching pornographic content among online audiences was ****** among users aged between 18 and 24 years than for users over 50 years of age. The preferred time of day for accessing online pornographic content was between the morning and the afternoon, as ** percent of UK users reported seeking this type of content between **** and *****.

In 2023, leading adult tube platform Pornhub saw a decrease of over 30 percent in its daily traffic among audiences in the United States due to the annual Thanksgiving celebrations. Walpurgis Night in Sweden, which celebrates the beginning of Summer with bonfires and parties at the end of April, brought a drop of 30.4 percent in traffic among Swedish audiences of pornhub.com. The French Ascension Day, which is a religious feast falling in May, brought a drop of almost 30 percent in comparison to French daily traffic to Pornhub.

Perhaps unsurprisingly, the main traffic source for false information online is social media, which generates 42 percent of fake news traffic. The nature of social networks, most notably the ease of sharing content, allows fake news to spread at a rapid rate – an issue further exacerbated by the fact that many U.S. adults sometimes believe fake news to be real.

Fake news: an ongoing problem

The presence of fake news would be less of an issue if users were more aware of how to identify it and were aware of the risks of sharing such content. Many U.S. news consumers have shared fake news online, and worryingly, ten percent did so deliberately. Adults who are part of that ten percent are just a small portion of people in the United States, and elsewhere in the world, who are responsible for spreading false information. More than 30 percent of U.S. children and teenagers have shared a fake news story online, and over 50 percent of adults in selected countries worldwide have wrongly believed a fake news story.

The result of adults and young consumers alike not only believing fake news, but actively sharing it, is that small, illegitimate websites producing such content are able to grow more successful. Such websites have the potential to tarnish or seriously damage the reputation of any persons mentioned within a fake news article, promote events or policies which do not exist, and mislead readers about important topics they are trying to keep up with. A 2019 survey revealed that most adults believe that fake news and misinformation will get worse in the next five years, and the sad truth is that this will likely be the case unless news consumers grow more discerning about what they post and share online.

Between April 2022 and January 2024, global traffic to Redtube.com originated mainly from mobile devices. Launched in 2007 and currently owned by PornHub Canadian parent company Aylo, Redtube.com saw over 286.56 million visits from mobile users worldwide. In comparison, desktop visits to the adult entertainment tube-style filters amounted to around 16 million visits in the same month. In the last examined month, approximately 95 percent of the traffic to RedTube originated from mobile devices.

Between April 2022 and January 2024, global traffic to Xhamster.com originated mainly from mobile devices. Owned by Hammy Video, a company based in Cyprus, Xhamster saw over 2.3 billion visits from mobile users worldwide. In comparison, desktop visits to the adult entertainment tube-style filters amounted to around 165.6 million visits in the same month. In the last examined month, approximately 93 percent of the traffic to Xhamster.com originated from mobile devices.