New 'JOI' sex trend explained as it quietly takes over the internet

One of the fastest-growing kink categories is gaining more and more traction every day - and experts claim it ‘taps into more than just arousal’.

Did you know that around half the population is thought to have a kink? Some popular examples include having sex in the morning, role-play and writing or reading erotic fiction.

There's more mainstream kinks out there, including one that 'million's of women are into, while others may be a result of your parents - yeah, that one is a bit more awkward.

However, there will be some that you've likely never heard of, and one such kink that is dominating online spheres is known as JOI, something Sex Work CEO MelRose Michaels describes as blending ‘control, seduction, dominance, and emotional connection together’.

More and more people are enjoying JOI videos (Getty Stock Images)

What does JOI mean?

JOI stands for ‘jerk off instruction’ and, like it says on the tin, it features someone on your screen instructing you on how to masturbate, and advising the viewer what to do, when and how.

Unlike a mandatory sexual education lesson, however, JOI hinges on connection and builds a feeling of intimacy between the actor/actress and the viewer.

The proof is in the numbers, with one adult site, Clips4Sale, showing there has been a huge spike in demand for the genre since 2022, Vice reports.

In fact, sales have increased by a whopping 186 percent in that time in the US alone, with Germany also reporting a 208 percent spike, and 48 percent in Australia.

Why is JOI popular?

Well, apparently it's popularity is to do with content creators on adult sites and social media being able to be intimate without actually needing them to have sex on camera.

The creator is often clad in lingerie rather than nude, and is filmed making eye contact with the camera while issuing instructions in a sensuous fashion.

It's much easier to make than other types of adult content and can be done alone. However, while it may sound like something new, it's actually been around for a lot longer.

The concept of JOI isn't exactly a new one (Getty Stock Images)

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."

An older example of JOI would be something akin to Babestation, where callers will chat with the models via a phone call or text message.

While some may question how it works when the other person is behind a screen, MelRose explains that it more so 'creates a fantasy where they’re not just 'another viewer' or some 'random fan', but are instead ‘the’ person which this content was created for specifically.

JOI encourages pleasure and many creators like the fact it is reintroducing intimacy into a space where it is often and easily lost, with fetishist MissWaltrude telling Vice that 'it lets someone safely confess' their turn-ons and 'then be commanded to dive deeper'.

There's truly something for everyone out there.