The video opens inside a 20-something’s starter apartment: novelty string lights, overstuffed armchair, red accent wall. A young woman with black-framed glasses and a lip stud sits in front of the camera, the shot framed so tightly on her face that it cuts off the top of her head. Press “play,” and she careens into a riddle. “What bleeds every month without dying, produces pleasure and can push out entire human beings?” She raises her hands to the sky. Her eyes flash wildly. “It’s the one! The only!” Her voice rumbles toward the finish. “Vagina!”

This is Laci Green, the sex-ed queen of YouTube. Since posting her first video from her dorm room in 2008 (it was a review of her NuvaRing), her videos have been viewed a combined 131 million times. She’s building a digital empire around what she calls “sex ed for the internet,” and she’s leading a new generation of amateur sexperts along with her. They earn money from college speaking engagements; ads on YouTube; and by sponsoring products like Durex condoms and the period-tracker app Clue.

And traditional media companies, like Viacom and Univision, are getting in on the action, too, snapping up online sex-ed personalities and releasing their own pop-sexual content.

For young people raised with abstinence-only education in school and unfettered pornography online, these internet sex gurus offer a third option — access to other young people who feel comfortable talking about sex. This is sex ed by and for internet natives: It is personal, energetic, unfiltered and not entirely fact-checked.