The Drum Awards Festival - Extended Deadline

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By John McCarthy, Opinion editor

November 22, 2019 | 2 min read

As the subscription video on-demand (SVOD) war heats up with Disney and Apple entering the fray, Pornhub has unveiled a new membership model: the lifetime subscription.

The adult entertainment provider has unveiled a marketing campaign around its 'LifePlan', having several Christmases ago released a gift card via a twee but shocking spot.

Starting on Black Friday and running through to Cyber Monday, fans can purchase a LifePlan for a one-time fee of $299.

Users will have access to Pornhub Premium, which provides well over 125,000 premium video, and a wide array of 4K and VR experiences. It has branded itself as ‘The Premium Membership that lasts forever'.

Perhaps this is just an evolution on Disney+ allowing superfans to preorder its SVOD service just last month signing up a million subscribers before it had even launched, showing how it can pay to think differently in the subscription video space.

Corey Price, vice-president of Pornhub, said: “Every year for Black Friday – which is typically the busiest shopping day of the year – we’re inundated with doorbuster deals for electronics, clothes and more. While you’re stocking up on traditional gifts, make sure you treat those you love most with the gift they really want and need.

“What’s hotter than a freshly fried latke and better than cuddling up to your yuletide cutie by the fire? A lifetime membership to Pornhub Premium. Bring some cheer this holiday season and give the gift that keeps on giving.”

PornHub was founded in 2007 and was one of the first adult video brands to recognise the need to enter the marketing space.

It delivered this work with agency Officer & Gentleman, which The Drum previous asked what it is like working for the NSFW brand. The agency has made new making humourous spots and has since worked with Paddy Power too.

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