P***hub has once again dropped its highly anticipated ‘Year In Review,’ lifting the lid on how the world used the platform throughout 2025 – including revealing its top search terms of the year.
While most people instantly want to know the most-searched terms of the year, the deeper data around who is watching, where they are and how long they stay online paints an even more fascinating picture of changing habits.
Here is what P***hub’s 2025 insights reveal so far…
Once again, the United States took the top spot globally for total traffic, continuing its long-standing dominance.
With a population of more than 300 million people, it remains the platform’s biggest audience by a considerable margin.
In second place was Mexico, followed by the Philippines, Brazil, and Germany.
The UK has fell from fifth place in 2024 to eighth place this year. This could be due to the implementation of the Online Safety Act – which requires those accessing adult content online to verify their age – driving users to VPNs in order to access P***hub.
P***hub revealed that the average time spent per visit fell by seven seconds, bringing the new global average engagement time to nine minutes and 33 seconds.
Age played a big role in how that average was shaped.
- The 18-24 age group, were engaged 26 seconds below the average.
- The 65+ age group averaged two minutes longer.
This suggests younger users are skimming content faster, while older viewers are spending significantly longer per visit.
Female visitors also spent on average 15 seconds more than their male counterparts.
In 2025, women made up a sizable 38 percent of all visitors to the adult website, a 14 percent surge in 10 years.
Japan topped the chart for time spent per visit in 2025, with users averaging 11 minutes and two seconds per session.
Mexico, which previously held the top spot in 2024 with an average visit time of 11 minutes and one second, fell nine places this year to an average of nine minutes and 17 seconds.
The Philippines also saw a notable increase in time spent on the site.
Meanwhile, the Netherlands recorded one of the biggest drops. Average visit time fell to just eight minutes and 54 seconds this year.
The world’s most popular categories rarely shift dramatically year to year, and 2025 largely followed that familiar pattern.
Historically, categories such as lesbian, transgender, M**F, a*** and mature have consistently dominated the top five. However, this year was different.
Reflecting the wider LGBTQ+ trend seen across the platform in 2025, the lesbian category became the most viewed overall, climbing three spots from its position in 2024.
The transgender category also surged upwards, rising five places year-on-year and further reinforcing the prominence of LGBTQ+ content this year.
Meanwhile, M**F – which topped the rankings in 2024 – slipped to third place in 2025.
A***, last year’s second most viewed category, also dropped two places to fourth. The mature category remained unchanged, holding steady in fifth place for the second year in a row.
Other notable risers included b***job, up seven places, Latina, up nine, and Korean, which rose by eight spots.
2025 saw some of the most dramatic shifts yet in the platform’s fastest-growing categories.
The podcast category recorded the highest growth overall, surging by an eye-watering 327%, followed closely by gaming, which climbed 283% year-on-year.
Content linked to the safer-for-work (SFW) side of the site performed strongly, with the music category up by 62%.
Vertical video also experienced major growth in 2025, a rise that is likely linked to the launch of Shorties, P***hub’s new scrollable vertical video feed.
In line with wider viewing trends, the role play category also surged by 98%, while the transgender category saw a 58% increase, reflecting a broader LGBTQ+ trend seen across the site this year.
Pop culture continues to play a major role in shaping online search behavior, with movies and video game characters regularly influencing what users look for on P***hub.
This year, searches for Harley Quinn fell, with the character dropping three places to fourth after holding the top spot for several years as the most searched movie-related character.
Taking first place in 2025 was Star Wars, a long-standing search term that climbed from second place last year.
Meanwhile, Spider-Man saw one of the biggest surges of the year, jumping nine spots to become the second most searched movie and character-related term of 2025.
Other superheroes, however, failed to match that momentum. Searches for Deadpool fell by 10 places, while Wolverine dropped 15 spots in the rankings.
After five consecutive years at the top, Fortnite has finally been dethroned as the most searched video game on P***hub. In 2025, Genshin Impact claimed the number one spot, pushing Fortnite down into second place.
Minecraft also enjoyed a strong year, climbing two places from fifth to third, which knocked Pokémon down to fifth. Overwatch held steady in fourth place, unchanged from 2024.
A major new release also made its mark on the rankings this year, with Marvel Rivals entering the top 10 as the sixth most searched video game of 2025.
Several other franchises saw sharp rises in interest. Super Mario jumped 14 places, a rise likely driven by the launch of the new Nintendo Switch 2.
When it came to video game characters, the charts showed even greater movement. Tifa from Final Fantasy climbed two places to become the most searched video game character of 2025, knocking last year’s top search, Street Fighter’s Chun Li, down to third place.
Lara Croft remained firmly in second place for the second year in a row, while D.Va from Overwatch also held steady in fourth.
Elsewhere, several characters saw major surges in popularity.
Panam from Cyberpunk jumped an impressive 17 spots, Freya from God of War climbed 13, Nero from Devil May Cry rose 12, while both Jinx from League of Legends and Ruby from Fortnite jumped 11 places.
P***hub’s most notorious data drop every year is, of course, its ranking of the most-searched terms worldwide.
These lists often reveal far more than just viewing habits – they reflect cultural moments, viral trends, celebrity scandals, technology changes and shifting social attitudes.
And in 2025, the results were just as unpredictable as ever.
However, before revealing the full top rankings, several key trend shifts stood out.
According to P***hub’s 2025 Year In Review, the most-searched terms worldwide this year were:
- hent**
- m**f
- p**ay
- lesbian
- a**l
- big a**
- latina
- anime
- asian
- femboy
Women’s top searches include lesbian, Japanese, M**F, and a**l.
While the report often goes viral for obvious reasons, it is also studied closely by marketers, social scientists, and digital analysts.
Based on billions of visits across dozens of countries, the data offers one of the clearest snapshots available of how internet habits evolve year to year.
P***hub’s 2025 Year In Review shows just how rapidly online habits continue to change.
The data does not just reflect what people watch – it reflects how global culture itself is shifting in real time.
To read all of the insights, click here.
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