Psychology behind sex trend 'JOI' as it becomes one of the top ranked categories online

Experts have revealed the psychology behind 'JOI' as the sex trend continues to increase in popularity.

In recent years, JOI has been steadily rising the ranks on adult sites at a fairly consistent rate, placing among the top 100 regularly.

MelRose Michaels, the founder of Sex Work CEO discussed the growing curiosity around the trend while speaking to VICE.

She said: “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.”

What is the JOI trend and what does it stand for?

The JOI sex trend has increased in popularity (Getty Stock Photo)

JOI stands for 'jerk off instructions' and is a category of pornographic content in which the person in front of the camera is giving the listener or viewer instructions on how to masturbate.

One adult site, Clips4Sale, has revealed a 186 percent increase in sales of JOI porn in the US, since 2022.

Germany also reported a 208 percent spike, with a 48 percent in Australia.

Avery Martin of Clips4Sale told 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 is also an example of JOI content, providing a more personalised experience via video, phone or text message.

What's the psychology behind the JOI trend?

JOI stands for 'jerk off instructions' (Getty Stock Photo)

It's thought that people who seek out more personalised porn, such as JOI, are not just looking for sexual gratification, but also an emotional connection.

While there's all sorts of different kinks out there, interactive, personalised content is more readily available 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 explains that those with high empathy or a 'strong desire for intimacy' are attracted to content that 'emphasizes 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.

People who seek out JOI could be looking for an emotional connection (Getty Stock Photo)

In a 2023 study, researchers conducted a survey on Chaturbate.com. Over 10,000 adults took part with questions designed to understand their patterns and preferences when it came to adult content.

Over half of participants said their experiences on webcam sites made them feel better about their sex lives, while 66 percent said it made them feel more educated about sex.

However, 72.2 percent noted that watching them was less satisfying than real-life sex, suggesting that pornography does not replace a physical connection.