Pornhub has released its 2025 year-end report. The most popular category worldwide is “hentai,” while in Russia it is “transgender.”

Pornhub published annual report, based on an analysis of billions of search queries and page views from around the world. The 2025 report documents a major shift in the industry: an explosion of interest in LGBTQ+ topics, the enduring popularity of mature fetishes, and an unexpected boom in “safe for work” (SFW) content. The main paradox: the stricter the rules, the more inventive consumption becomes. On the one hand, desires are becoming mainstream and measurable. On the other hand, all of this is happening against a backdrop of global attempts at regulation and censorship.

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Global Trend: Identity Takes Center Stage

Search queries from 2025 clearly show that content related to gender and sexual identity is reaching an ever-growing audience. The “lesbians” category took the top spot worldwide, confirming the long-standing interest in female couples. But the real breakthrough came with “transgender”: the category jumped five spots to take second place globally. Broader terms are also on the rise: "queer" (+132%), "bisexual" (+88%).

Interestingly, "femboy" made it into the top 10 global search terms and topped the platform's gay section. Sexologists have long said that taboos spark curiosity. In this era of debates about gender, these findings are direct proof of that.

At the same time, the classics are holding their own:

• "Hentai" remains the most popular search term in the world.
• "MILF" is in second place; it's relevant for all ages.
• The “Mature” category ranks fifth globally and third among men. The top subgenres are: “GILF” (+129%), “50 plus” (+105%), and “cougar” (+83%). Age-related fantasies are a timeless theme.

The Irony of Russian Censorship: Trans Content Is Breaking Records

In Russia, where the authorities have consistently are tightening laws targeting the LGBTQ+ community (from the “anti-propaganda” law in 2013 to equating LGBTQ+ content with extremism in 2022 and banning gender-affirming care in 2023), data from Pornhub paints a completely different picture. "Hentai" is the global leader, but in Russia, "transgender" is number one.

Top search term: “Russia transgender porn,” which even surpassed “anal.”

This is a classic example of how repression fuels interest. Pornhub expert Natassia Dreams comments: "A suppressed culture will always find a way to express itself online. As a result, censorship does not stifle but rather heightens interest in forbidden topics—a profound social paradox where laws clash with human curiosity.“.

Creativity and SFW: Porn Is Evolving

Pornhub is seeing growth in categories that are close to the mainstream—this is part of the “creator economy” trend. The categories with the fastest growth are:

• "Podcast" (+327%).
• "Gaming" (+283%).
• "Music" (+62%).
• "SFW ASMR" (+56%).

Audio, live streams, and light-hearted content help keep the audience engaged between "serious" sessions.

At the same time, role-playing and fantasies about infidelity skyrocketed: “role play” (+98%). Professions in the spotlight: “driver” (+144%), “plumber” (+67%). Topics related to infidelity: “cheating” (+94%), “cuckold” (+73%). Even pop culture is having an impact—after a viral “kiss-cam” video, searches for “office affair” jumped 210%.

The Pornhub-2025 report is about the balance in the industry: identity and storytelling are on the rise, casting by age is a steady hit. It's time for platforms to adapt moderation to the nuances of LGBTQ+ and role-playing content. For regulators, the data reminds that bans do not extinguish demand, but redirect it.

Ultimately, the porn industry reflects global contradictions—from SFW content to the fight against censorship. This shapes the future: politics, platforms, and business.