European pornography consumption is growing, with Italy ranking fourth in traffic behind major Western nations.
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Pornography consumption is steadily increasing across Europe due to internet diffusion and greater accessibility to adult content. In 2024, France, the UK, Germany, Italy, and Spain were the top five European countries for traffic on Pornhub. The average time spent on the site is between nine and twelve minutes, with mobile device usage growing over computer use. Most users are aged 18-34, and there is a rising number of female consumers, indicating changing consumption dynamics. Traffic patterns show low activity early mornings and mid-day, increasing after 2 PM, and peaking at midnight. Consumption also varies based on events; for instance, Italian traffic dropped by 31% during the Champions League final but increased afterward, while traffic fell significantly during New Year’s Eve.
