Can PornHub Truly Transcend The Porn Label & Become A Lifestyle Brand?

They've taken it to the hub, but can they now take it to the next level? That's the question posed by a new article in AdWeek (link below) that seeks to discover whether or not PornHub can transcend the porn label and become what's known as a lifestyle brand. 

Being a "lifestyle brand" is becoming an increasingly desirable position for adult companies, as an interview with Playboy's CEO recently illustrated. That's Playboy, though, which is an adult oriented brand, but one which people don't really think of as pornography. It seems that PornHub's Vice President wants the world to change rather than for them to change, however.

"As our data shows, people all over the world watch porn—so why be ashamed of it?" said Corey Price, vp of Pornhub. "We want to push the conversation into the general public as something that's acceptable to talk about, while letting people know that watching porn shouldn't be an underground activity that's to be seen as shameful. Everyone does it, why not just bring that out in the open? The reason it causes a stir is due to an already accepted set of social norms." 

In terms of the site's broadening appeal and cultural relevance, the Pornhub team sees their site as "just another brand," according to Price. But because it's a site closely tied to the adult industry and all the stigmas that come with it, Pornhub has to be creative and mindful in how it positions itself.

"I don't think any other adult site has taken the steps that we've taken as far as exposure and openness," said Price. "I think that in itself separates us from most brands right off the bat."

We've had a lot of laughs at PornHub's expense this year, what with their music label, their Christmas album, their endorsement of a collegiate soccer team, and even their buzzkill wife Pornhub Katie, but they're not far off the mark here. There will likely come a time when porn is de-stigmatized to the point where wearing a PornHub shirt without a hint of irony will be considered cool, but that seems like it's going to be a while from now.

Hey PornHub VP Corey Price, come join me over in Tucker's Corner for a moment. Word to the wise, pace yourself. You had a rousing success with that Coolio song, but no one appreciated that on a musical level. As a matter of fact, no one appreciates anything you do unironically. It's part of who you guys are to do stuff that's tongue in cheek, and I love and appreciate that about you, just know you're own limits. Just because I went to Napa Valley and learned a bunch about different varietals doesn't mean that I came back home, quit my job, and tried to become a sommelier. Stick to what you're good at while continuing to dip your toes into other waters. You guys are great at providing free porn. The rest of it, well, you're putting yourselves out there and I can't help but admire you for it. Just, you know, baby steps guys. Baby steps. 

Via AdWeek