The adult site Pornhub is offering free membership to millions of Italians who are under lockdown as Italy became the hardest-hit country in Europe by the novel coronavirus (COVID-19).
In a Twitter post, Pornhub, which is owned by the Canadian firm MindGeek, said the free access to its premium content aims to "help keep you (Italians) company during these next weeks at home."
The offer will last until April 23.
Italy on Saturday recorded its highest one-day toll with 250 deaths over the past 24 hours, making it a virus hotspot in Europe.
Meanwhile, global sales of adult toys rose significantly in areas largely affected by COVID-19.
"Many people and businesses are affected negatively by”¯the virus and we saw it as a challenge for us as well," German sex toy brand Womanizer spokeswoman Johanna Rief said in a statement sent to CNN.
"The numbers are therefore surprising,” she added.
The company said its global sales in the first two months of the year were 50 percent ahead of forecast.
It attributed the surge to higher demand from Italy, Hong Kong, the United States, Canada and Japan, in particular.
"With the prospect of long periods at home either alone or with your partner, people are exploring new ways to make the best of the time available," Rief added.