Dubbed ‘JOI’, the craze is more than 200 per cent more popular than it was in 2022, according to the latest data released by Clips4Sale.
Short for ‘jerk off instructions’, the videos see an adult star tell the person watching how to engage in self-pleasure— in spine-curdling detail.
Commenting on the trend, sex experts have said the popularity of the trend is indicative of a growing need for adult content that feels as if it’s ‘created specifically for the viewer’.
‘It creates a fantasy where someone is not just another viewer or random fan,’ MelRose Michaels, the founder of Sex Work CEO, a company that offers guidance to adult entrepreneurs, told Vice.
‘Instead, they’re the viewer, the one this content was created for. JOI taps into more than just arousal.
‘It fulfils the need to feel wanted, controlled, praised…or denied. It’s a direct connection or between the fan and the creators.’
Clips4Sale, which allows visitors to purchase adult content, has seen 186 per cent rise in sales of JOI-related clips in the US over the last two years.
Since the pandemic, the lucrative fetish has consistently ranked among the top 100 most-viewed porn categories
Meanwhile, the German contingent of the site has seen a 208 per cent spike.
Australians are also indulging, bumping up sales by 48 per cent.
‘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 recognised fetish,’ Avery Martin of Clips4Sale explained.
‘It’s a direct connection between the fan and the creators, and since the pandemic, interest has really surged.’
Since the pandemic, growing numbers of people—including NHS and social care workers—have revealed they have abandoned their jobs in favour of selling home-made porn.
Subscribers to sites like OnlyFans pay a monthly subscription fee, in the region of £10-a-month, for personalised pictures and videos.
MissWaltrude, a digital creator and hyponkinkster described the new trend as a ‘fully immersive trance’.
OnlyFans is a social media platform used primarily by adult content creators to sell personalised pictures and videos, often while naked, to followers who pay a monthly subscription
Researchers at Asda Online Doctor said that worries about body image and sexual performance are at the heart of bedroom anxieties
She said: ‘JOI, to me, is a masturbatory trance experience with multiple layers.
‘It’s about taking control of another person’s erotic energy, layer by layer. I’m a story teller above all, and my goal is to guide the viewer through a deeply embodied journey.’
The emergence of the trend comes as new data suggests that technology is creating new obstacles for intimacy, with almost 10 per cent of men admitting that they have asked AI models, such as ChatGPT, for advice in the bedroom rather than talking to their partners.
The study, conducted by Asda online doctor, revealed that people still find it incredibly difficult to have open conversations about sex, with 48 per cent of women and 31 per cent of men admitting they pretend to be sexually satisfied.
Over half of women surveyed said they have faked or lied about climaxing, compared to just 21 per cent of men.
Dr Crystal Wyllie, a GP at Asda online doctor specialising in reproductive and sexual health, said: ‘Sometimes we feel the need to lie about our pleasure or sexual experience so that we don’t feel judged.
‘But while it’s a normal response, getting into the habit of being dishonest about our sexual habits can create emotional distance with a partner and make insecurities even worse.
‘Open communication is key for a happy, healthy sexual relationship, so being honest about how we’re feeling is a great first step.’
Studies have also linked regular ejaculation, through sex or masturbation, with a reduced risk of prostate cancer.
Experts found men who orgasmed at least 21 times a month were a third less likely to develop the disease than men who did so four to seven times.
Scientists theorise frequent ejaculation may allow the prostate to clear out cancer-causing substances or it may prevent the development of calcium deposits, which are associated with prostate cancer.
