The country’s digital habits are increasingly shaped by mobile phones, direct traffic and a rise in adult-content platforms, with pornographic websites now featuring prominently among the country’s 10 most visited domains.
This is according to internet traffic statistics for December 2025 sourced from online traffic analysis platform Similarweb.
Similarweb employs a range of methods to track site visits and unique visitors across the internet. These include direct measurement, where millions of websites and apps share their analytics; a contributory network, which aggregates anonymous behavioural data from consumer devices; and partnerships with organisations worldwide that collect digital signals from online activity.
The company also uses public data extraction, an advanced algorithmic system that captures and indexes information from billions of websites and apps.
Using these measurement strategies, Similarweb found that global giants such as Google, YouTube and Facebook continue to anchor internet use in Eswatini. However, two pornographic sites recorded some of the fastest growth rates and overwhelmingly mobile audiences.
At the top of the rankings sits Google.com, which remains the country’s primary digital gateway. The search engine attracted 189 360 visits, split almost evenly between desktop (48.54 percent) and mobile (51.46 percent) users. Its traffic grew by 4.58 percent month-on-month and an emphatic 66.95 percent year-on-year, highlighting Google’s entrenched role in everyday life, from education and work to news and entertainment.
Second place belongs to YouTube.com, which drew 75 330 visits. Unlike Google, YouTube’s audience is predominantly desktop-based at 80.66 percent, a notable anomaly in a market otherwise dominated by mobile usage. Despite a 21.42 percent month-on-month decline, the platform still recorded a strong 61.19 percent year-on-year increase, reflecting sustained appetite for video content.
Facebook.com ranked third with 25 970 visits, split roughly two-thirds desktop and one-third mobile. While monthly traffic dipped sharply by 29.99 percent, year-on-year growth surged by 118.98 percent, suggesting volatility rather than long-term decline. Facebook remains a critical communications and community platform in the country, particularly for local news, marketplace activity and public discourse.
The most striking entries in the top 10 are Xvideos.com and Pornhub.com, both of which recorded rapid growth and near-total dominance by mobile users.
Xvideos ranked fourth with 19 490 visits, of which 92.9 percent came from mobile devices. Its traffic rose by 58.02 percent month-on-month and 180.27 percent year-on-year, making it one of the fastest-growing sites in the country.
Pornhub, ranked eighth, recorded 11 300 visits, with an even higher 96.04 percent mobile share. Monthly traffic nearly tripled at 198.21 percent growth, while year-on-year traffic rose by 152.34 percent. Search was identified as Pornhub’s main traffic source, suggesting deliberate discovery rather than habitual direct access.
While pornographic websites do not numerically outnumber other platforms in the top 10, their growth rates and mobile penetration set them apart, raising questions about digital literacy, privacy, regulation and the social implications of unsupervised mobile internet access.
Messaging and utility platforms also featured strongly. WhatsApp.com ranked fifth with 18 130 visits, the majority from desktop users at 88.17 percent. Its 165.68 percent year-on-year growth underscores its expanding role beyond messaging, including file sharing and web access, although monthly traffic dipped by 11.74 percent.
ChatGPT.com emerged as one of the most notable climbers, ranking sixth with 15 230 visits and an extraordinary 365.59 percent year-on-year increase. Almost all traffic, 98.57 percent, came from desktop users, indicating that artificial intelligence tools are primarily accessed for work, study and content creation rather than casual mobile browsing. A sharp 44.11 percent month-on-month decline suggests experimental use rather than settled habits, though longer-term growth points to rising awareness of AI in the country.
Sports streaming and entertainment platforms rounded out the list. MulaSport.com ranked ninth with 10 640 visits, driven largely by mobile users at 75.36 percent. Its traffic nearly doubled month-on-month, though it declined slightly year-on-year.
Tinder.com followed in tenth place with 9 700 visits, almost entirely from mobile devices at 99.54 percent. While its year-on-year growth appears exceptionally high, this reflects a very low base in the previous period rather than sudden mass adoption.
Netflix.com ranked seventh with 8 890 visits. Despite a 36.39 percent year-on-year increase, monthly traffic declined by 14.01 percent, and usage remains overwhelmingly desktop-based.
Eswatini’s Top 10 Most Visited Websites (December 2025):
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Xvideos.com
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Pornhub.com
(Source: Similarweb)
