Specialists have shed light on the psychology driving the popularity of ‘JOI’ as this sexual trend continues its upward trajectory.
In recent times, JOI has consistently climbed in popularity on adult platforms, frequently landing within the top 100 choices.
MelRose Michaels, the creator of Sex Work CEO, explored the increasing interest in this trend while talking to VICE.
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.”
‘JOI’ stands for ‘jerk off instructions’ and is a genre of adult content where the presenter provides the audience with guidance on how to masturbate.
The adult site Clips4Sale has noted a 186 percent increase in the sales of JOI content in the United States since 2022.
Germany has also experienced a 208 percent surge, with Australia showing a 48 percent increase.
Avery Martin from Clips4Sale explained to Vice: “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.”
‘Webcam’ pornography also falls under the JOI category, offering a customized experience through video, phone, or text message.
It is believed that those seeking more personalized adult content, like JOI, are not solely after physical pleasure but also an emotional bond.
With various kinks available, interactive and personalized content is more accessible than ever.
“JOI taps into more than just arousal. It fulfills the need to feel wanted, controlled, praised…or denied,” Michaels told Vice.
“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.”
Meanwhile, Simply Put Psych suggests that individuals with high empathy or a strong desire for intimacy are drawn to content emphasizing mutual pleasure, connection, and consent.
“Importantly, for these individuals, pornography may function not merely as sexual stimulation but as emotional reassurance or affirmation of their values,” they add.
A 2023 study conducted a survey on Chaturbate.com, involving over 10,000 adults, to explore their behavior and preferences regarding adult content.
More than half of the participants reported that their experiences on webcam sites positively influenced their perception of their sex lives, and 66 percent felt more educated about sex.
However, 72.2 percent acknowledged that these experiences were less satisfying than real-life sexual encounters, indicating that pornography does not substitute for physical intimacy.