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7/04/2016

Are Porn Websites Now Mainstream Media?

By Nicole Buckler

Streaming sites like YouTube and Netflix are now mainstream. In fact, use of streaming websites will soon eclipse traditional TV. While this is common knowledge in marketing circles, what most people don’t realise is just how much porn is being streamed. The numbers are staggering. One of the most popular, free and accessible porn sites is called Pornhub (yes, go ahead and pretend this is news to you!).

Let’s look at the stats.

  • Pornhub is one of the most prolific adult websites, averaging 78.9 billion video views a year. (that’s about 11 porno views per person on earth)
  • Over 60 million daily visits are made to Pornhub
  • There are 4 million registered Pornhub users
  • There are 2.1 million visits per hour
  • There are over 100 million daily visits to the extended Pornhub Network
  • Average bandwidth of about 50 GB per second
  • Average visit duration is 9 minutes and 16 seconds
  • Average age of user is 35.3
  • 76% of viewers are male, 24% are women

These are figures that ANY media platform could only dream of. We media folk cannot pretend this isn’t happening anymore, or say it is not a valid media entity. It is here to stay, and it will get even more massive with Pornhub’s newly-launched virtual reality division. In fact, Pornhub and sites like it are so mainstream, that they have started to sponsor sporting events like other “normal” companies do.

For example, Pornhub in Italy recently announced that would sponsor a sporting team and called for applications. These applications came from sports teams of all varieties ranging from footgolf to frisbee.

“We received thousands of applications during the month of November and choosing a winner proved to be quite difficult,” said Corey Price, VP Pornhub. “Ultimately we decided to thank Italy for this overwhelming response by sponsoring not one, but two teams.”

So who won sponsorship? An all-male water polo ‘Varese Master’ team, and a female football club ‘Champions Feague’, which in English translates to ‘Champion Pussy.’ (I know right, you stay classy, footy ladies.) These two teams were chosen among the large number of applications because of their creative ways of demonstrating how well they fit with the Pornhub brand.

The Varese Master Team was selected because of their compelling application which included a photo of the team wearing nothing but water polo balls, while Champions Feague demonstrated that their team comprised of women representing each of the Pornhub site categories including a MILF, lesbian, brunette, Latina and more. Both teams say they are very much looking forward to sporting their new Pornhub uniforms.

As marketers, we are going to have to accept the fact that this may be in our social media marketing mix very soon, whether we like it or not. Founded in 2007, Pornhub has built the largest dedicated membership base in the adult community. And they aren’t stopping at just sex. They have now launched an online gambling site. Because once you are immersed in vice, you may as well cover everything.

But back to the sex part of their business…there’s news there too. Netflix has now started making its own-branded movies and series (most of which are very average). And likewise, Pornhub is doing the same thing.  They recently announced the launch of Pornhub Originals, the company’s official production arm, founded to create new, original content unique to Pornhub. These movies will be streamed exclusively on the company’s new high definition on-demand streaming service, Pornhub Premium. And as we are learning, consumers are happy to pay membership to streaming sites if they feel they will use it and be interested in it.

Says Price, “As the new ‘Netflix of porn’ it is our responsibility, nay our civic duty, to continue to enhance our unique offering and keep our fans coming back for more.”

While ads cannot be placed on the premium streaming service, that may change in the future. But for now, Pornhub Premium offers an ad-free experience to its users, complete with faster playback and higher quality streaming.

So if you are marketing a product that adults buy, from cars to makeup to holidays, then porn websites just may have to be a place where you place your ads. Stranger things have happened in marketing, after all. And surely, there’s more  strange days to come.

Comments? Editor@mediastreet.ie

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  • http://www.mediastreet.ie/blog/2017/02/13/%e2%80%9cvanilla%e2%80%9d-hook-up-apps-passe-lucrative-world-fetish-apps/ “Vanilla” Hook-Up Apps are Now Passé. Welcome to the Lucrative World of Fetish Apps | MediaStreet News & Opinions

    [...] I once argued that porn websites are now mainstream. And so it seems that fetish apps will soon be a mainstream thing as well. Welcome to a brave new world. And welcome to the app makers who plan to harness this brave new world for profit. [...]

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