The JOI category is gaining worldwide attention as it ranks among the most popular sex topics, as per expert observations.
While the origin of ‘new’ fetishes can be unclear, their online popularity is frequently monitored and documented.
For those who track these trends, JOI has been a term that has gained significant traction in recent years.
If you’re not familiar with it, don’t worry. Unless you’re actively searching or delving into specific online communities, it might not come up in everyday conversation.
Think about what the acronym could signify in a sexual context.
Still puzzled? The term stands for jerk-off-instruction.
It is essentially what it sounds like: someone providing guidance on how to, well, engage in the act.
MelRose Michaels, who founded Sex Work CEO, shared insights with VICE about the growing interest in this trend.
She explained: “JOI to me is an erotic performance style where the speaker, through voice, video, or text, guides the viewer or listener through the act of masturbation.
“It blends control, seduction, dominance, and emotional connection all at once.”
Michaels also explored the psychology that contributes to its popularity, particularly in the age of OnlyFans as opposed to more ‘traditional’ porn.
She went on: “JOI taps into more than just arousal. It fullfils the need to feel wanted, controlled, praised…or denied.
“It creates a fantasy where they’re not just ‘another viewer’ or some ‘random fan.’. Instead, they’re ‘the’ viewer, the one this content was created for specifically.”
Although this popularity may be new to some individuals, experts indicate that the trend itself isn’t particularly recent.
Over the past few years, JOI has been consistently climbing the ranks on adult websites, frequently appearing in the top 100.
Avery Martin from Clips4Sale also discussed the subject with Vice, explaining that having a distinct name has helped the fetish gain traction online.
He noted: “JOI as a concept has existed for a long time, but it’s only more recently that it got a name and became its own recognized fetish.
“Before people started talking about JOI, there were things like ‘masturbation encouragement’.
“But JOI as a phenomenon really emerged from creator culture, from the intersection of technology and sexuality. It’s a direct connection between the fan and the creators, and since the pandemic interest has surged across the board.”