Pornhub Pivots to SFW Content Amid Regulatory Crackdown

Pornhub is actively encouraging its performers to produce safe-for-work (SFW) content, including gaming, cooking, and podcasting, as a strategy to combat mounting censorship and restrictive legislation, as Wired first reported. The site is integrating non-explicit content into search results, recommendations, and its vertical video feed, Shorties.

Internal data from the company shows a surge in SFW interest, with podcast and gaming categories seeing triple-digit growth in 2025. Specifically, podcast interest spiked 327 percent, while searches for "SFW" rose 114 percent. Alex Kekesi, Pornhub's vice president of brand and community, stated that these categories allow viewers to know performers beyond their adult roles and complement existing libraries.

The shift is largely a response to external pressures. Wired reports that 27 U.S. states have adopted online ID checks, and 16 states have declared porn a public health crisis. Alabama has also passed "porn tax" legislation. By offering SFW content, Pornhub aims to maintain visibility in regions where it previously restricted access due to age-verification laws. Consequently, the platform has unblocked access in most states, with only Texas, Tennessee, Mississippi, and Indiana remaining blocked.

For creators, the pivot is a matter of financial stability. Performer Isla Moon told Wired she has been banned from over 250 TikTok accounts and has seen her reach decline as the app restricts "sexualized framing" and cleavage. Moon, who specializes in outdoor content such as fishing and camping and earns an estimated $700,000 a month across various platforms, has found that SFW longform content on Pornhub is currently outperforming her YouTube views. Other creators embracing the shift include Sweetie Fox, who has seen success with Minecraft videos, and Zara Dar, who produces content on "physics-informed neural networks."