"It might still be taboo in polite society, but online, porn is ubiquitous," saidThe Free Press.
A 2020study found that 91% of men and 60% of women in the US reported consuming porn, while PornHub, the world's most popular adult content site, received 11.4 billion visits from mobile devices in one month in 2024, according to Statista.
Yet while the digital wellness industry is projected to reach $1.5 trillion by 2030, it "has long tiptoed around one of the most stubborn and stigmatized issues of our time," saidLA Weekly"compulsive consumption of adult content". Until now.
Therapy, gamified
Founded by British teenager Alex Slater and his American business partner Connor McLaren last year, the porn abstinence app Quittr has already reached a million downloads from more than 120 countries and has approximately 100,000 paid users, according to McLaren.
Quittr's meteoric rise is no accident," said LA Weekly. The app combines "behavioral science, habit-formation theory, and cutting-edge technology to create a recovery experience that's as effective as it is engaging.
Every day, subscribers renew their pledge not to watch porn, instead choosing goals such as stronger relationships, more energy, or a better sex life. The core offering is a "panic button" that shames users about to relapse. The app also offers AI chatbots and exercises that rewire the brain, and access to a huge support network.
"It's therapy, gamified; discipline, democratised," saidTech Times, and it seems to be paying off. Quittr says it has a 41% one-year abstinence rate, "more than triple the industry average for digital recovery tools".
Because it is mainly promoted through influencers and social media, most subscribers are under 40, and a significant number are under 18. Research suggests that many young adults encounter porn from the age of 12.
Starting with just $3,000 of the founder's own money, Quittr is set to record nearly $3 million in total revenue this year. "When porn is an industry worth tens of billions of dollars," it shows that when done right, "the anti-porn business can also be pretty lucrative," said.The Times.
From immorality to self-improvement
Quittr is part of the broader porn abstinence movement, driven by a growing understanding of theimpactit is having on young men.
Rather than the traditional objections regarding morality or unethical treatment of performers, the focus of the anti-porn movement is now on consumers' own "self-improvement," said.Financial Review"Popular podcasters and influencers" argue that watching porn can "lead to unrealistic sexual expectations" for young men and "weaken their drive and motivation by messing with their dopamine levels".
Leading the pushback against porn in male online spaces is the NoFap community, which encourages men to abstain from masturbation with the promise of better interpersonal relationships and higher testosterone levels. Like Quittr, it promotes the benefits of improved focus and more time to pursue individual goals.
This is Gen Z trying to say, 'I'm fed up with being played, and my life feels out of my control," said psychologist Zac Seidler, global head of research for men's health charity Movember. "And I think that it ties in and overlaps extensively with the notion of purpose and meaning and self-development and growth, which is really flourishing among young guys.
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