The search term “Pinay” once again emerged as one of the most dominant keywords on Pornhub in 2025, underscoring the continued visibility of Filipina-related content on the global adult platform.
In its annual Year in Review report, Pornhub listed “Pinay” as the third most searched term worldwide, marking the second straight year it has held that position. The platform said the sustained ranking reflects the growing volume of users from the Philippines, which remained the site’s third-largest source of traffic globally, behind the United States and Mexico.
Within the Philippines, “Pinay” was the most searched term by a wide margin, ahead of “Pinoy” and “Japanese.” Pornhub noted that Filipino users searched for content featuring fellow Filipinos more than users from any other country in the global top 20, making local identity a defining feature of the country’s search behavior.
The prominence of “Pinay” also coincided with increased engagement from Philippine users overall. Average time spent on the site by Filipinos rose to nearly 11 minutes per visit in 2025, significantly higher than the global average. The Philippines additionally recorded the highest proportion of female viewers among all countries measured, with women accounting for nearly two-thirds of local traffic.
Pornhub’s data showed that interest in Filipino-related search terms remained stable year over year, even as other trends shifted both locally and globally. While categories such as “Lesbian” and “Transgender” gained traction worldwide, searches tied to Filipina and Filipino identities continued to dominate in the Philippines.
The report suggests that the continued popularity of “Pinay” as a search term is closely linked to both the size and engagement of the Philippine audience on the platform, reinforcing its position as one of the most distinctive user bases reflected in Pornhub’s 2025 data.
