Milan-Cortina lit the Olympic flame… and sent Pornhub searches soaring

A major event always goes beyond sport itself. When a global spectacle takes over every screen, it also sparks other curiosities. Beyond medals and live broadcasts, the Olympic appointment left its mark both on digital behaviour and on the anecdotes surrounding the Olympic Village.

On the digital front, according to the Winter Olympics Italian Insights report published by Pornhub, February saw a notable rise in searches linked to the Olympic universe. Terms such as “winter olympics” and “olympic village” ranked among the most searched, alongside “gold medal”, “speed skating” and “olympic gymnast”. Even concepts tied to sporting aesthetics — such as gym leggings or the classic velour tracksuit — saw renewed interest. The sport was not only followed live; it seeped into style, confirming that the Olympic imagination does not end at the finish line — it often begins in the changing room.

The opening ceremony at San Siro made everyone look in the same direction. As it began, traffic on Pornhub dropped sharply, particularly in Italy. Viewers were focused on the spectacle, the parade and the opening show. But the pause did not last long: as the evening progressed, activity on the adult website returned to normal and, after midnight, even surpassed usual levels. Attention was Olympic; disconnection, less so.

In the host cities the effect was even more noticeable. In Cortina d’Ampezzo and Milan the initial drop was steeper and the recovery quicker. Local pride was lived in real time — and so was the digital comeback.

Where the piste ends

As if that were not enough, one of the most talked-about episodes took place there. In just 72 hours, athletes ran through the 10,000 condoms made available by the organisers. Fondazione Milano Cortina 2026 confirmed that demand exceeded expectations and that there would be no restocking. Some items became souvenirs and, in certain cases, were even resold online. The Village added another chapter to its long-standing reputation as a parallel stage to the competition.

Likewise, the Milan-Cortina 2026 Winter Olympic Games generated personal stories that pushed the conversation beyond sport. One of the most discussed was the public confession of infidelity by Norwegian skier Sturla Holm Lægreid after winning a medal. Because at these Games, it became clear that not everything was decided on the piste — some narratives played out, and were told, elsewhere.