I think Noah was genuinely very close to going full frontal, and seems to be the most naturally exhibitionist of the five, but then he found out his stuff was getting leaked. Despite that it's still comparitively racey stuff he puts out, and he always comes across enthuastically and tries to be entertaining and creative.
Jack's formula hasn't really changed, but he gets the most attention because he did this first.
As Tom's diving partner, and an Olympic gold medallist, Matty is by far the most famous, which probably explains why his content is by far the most PG-13, as he has never shown off his bum, or even worn briefs. But, in his vlogs he has given away more about his sex life than you would expect.
Dixon seems to competing with Noah for the most racey content; a lot of pics in the shower.
Dan doesn't post often, but when he does it's usually good. He is lousy at fan engagement though and his live streams are usually extremely dull.