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.

The sex category JOI is certainly spreading joy around the world as it ranks amongst the most popular according to experts.

Not a clue how ‘new’ fetishes develop, but their popularity online can certainly be and is often tracked.

For those that keep an eye on that sort of stuff, there is one phrase and trend that has picked up more traction in recent years, JOI.

Now don’t feel bad you haven’t heard of it, I mean unless you are searching for it yourself or going on a random explorative deep dive, chances are it doesn’t come up in conversation.

Go on, take a guess and think how the three word term could be related to a sex thing.

The trend has become more popular in recent years especially with the rise sexual ‘content creators’ Getty Stock Image)

Stumped? Well, the answer is jerk-off-instruction.

And it pretty much is exactly what it sounds like, a person giving you instructions on how to, well, you know.

MelRose Michaels, the founder of Sex Work CEO spoke about the growing curiosity around the trend when she spoke 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.”

Michaels also briefly touched on the psychology behind the trend and why it has proved popular, especially during an era where there are thousands of people using OnlyFans rather than ‘traditional’ porn.

She continued: “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.”

While this new found popularity might be news to some, apparently the trend isn’t anything new, according to the experts.

Experts have broken down the psychology behind the trend (Getty Stock Image)

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

Avery Martin of Clips4Sale also spoke to Vice and said the fetish having a recognizable name has helped it spread in online spaces.

He said: “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.”

A sex worker has spoken out about a potentially dangerous trend that she’s noticed becoming increasingly popular in the bedroom.

Katija Cortez, 28, has learned a lot about common kinks and requests through her work as a professional escort.

However, it was when she was still a teenager that she first experience one particular practise that caught her off guard.

Cortez noticed an increase in the trend through her work. (Instagram/@playmatekatija)

In an interview with news.com.au, Cortez explained she was just 16 when her sexual partner choked her during sex, catching her off guard.

The pair hadn’t discussed choking beforehand, and Cortez admitted it came ‘as a shock’ to her.

“I wasn’t sure how to react,” she said. “Keep in mind this was over a decade ago when consent was not a topic of conversation like it is today. Had he asked me beforehand if I’d let him choke me, I’d probably have said no.”

It wasn’t until Cortez got older and more sexually experienced that she learned choking was a ‘common kink and a form of submissive and sensory play’, but she believes the trend has grown in popularity thanks to people seeing it in adult movies.

Cortez has warned not everyone will like choking. (Instagram/@playmatekatija)

“When I was younger, a lot of guys had started doing it, which I think definitely came from seeing it in porn. Choking during porn is very, very common and is becoming increasingly more common,” she said.

Cortez has acknowledged running into situations in her job where men seemingly think they don’t need to ask her permission to carry out this kind of act, but she urged people to remember that porn is a ‘fantasy’.

“Just like movies, porn stars are trained professionals working in controlled environments where many things are all agreed upon beforehand. Even porn actors discuss dos and don’ts before a scene,” she said.

“Sex outside of porn should be no different. It’s all about communication.”

Not only can choking be uncomfortable for anyone who isn’t expecting it, but Professor Heather Douglas, of Melbourne University Law School, has warned: “Placing pressure on the neck is not safe.”

Douglas warned of the dangers of choking. (Instagram/@playmatekatija)

Speaking to news.com.au, she said: “Only a small amount of pressure can cause serious harm, and potentially death.

“Particularly concerning is that this behaviour can lead to brain injury, and the more often people engage in strangulation, the more likely brain injury is. Often, people will be unaware of this.”

Having noticed how common choking kinks can be, Cortez has reminded people that not everyone will be in to it.

“It needs to be understood that this particular kink can be scary and should not be done without asking,” she said.

“Something [like] choking may even bring up past trauma for some people. So, this definitely needs to be kept in mind.”

Warning: This article contains discussion of sexual assault which some readers may find distressing.

A sex expert has warned of a disturbing trend some men are practicing during intimate moments with women, and while some might brush it off as simply a deceptive act, and nothing more, it can have serious consequences.

The trend actually puts the person at risk for sexually transmitted infections (STIs) and unintended pregnancy, not to mention it completely ignores their right to make decisions about their own body. Some countries are starting to recognize the practice as assault, but laws around it are still catching up.

Experts say that it is a symptom of bigger issues with power and control in relationships. It often happens when one person feels entitled to disregard their partner’s boundaries, turning an intimate moment into an act of manipulation. The impact on the victim can be long-lasting, from emotional trauma to difficulty trusting others in future relationships.

The trend involves deceiving a partner during sex (Getty Stock Photo)

The practice in question is known as ‘stealthing’, and it’s causing a lot of people to rethink what consent really means. Stealthing is when someone secretly removes a condom during sex without their partner’s consent, and it’s a dangerous trend that is way more serious than many might realize. It’s not just a violation of trust—it’s considered a form of sexual assault.

Speaking to the Daily Mail about the trend, Rhiannon John, a sexologist at Bedbible.com, said: “Some people may seek to assert dominance or disregard their partner’s autonomy, driven by a sense of entitlement or toxic beliefs about masculinity.

“Others might prioritize their own pleasure or the thrill of risk over the boundaries set within the relationship. In other cases, it can even stem from malicious intent, such as sabotage or reproductive control, where the act is used for manipulation or harm.

“Regardless of the motivation, stealthing is a profound violation of trust and consent, reflecting a fundamental disregard for the emotional, physical, and psychological well-being of the victim,” John added.

Two 2019 studies found 12 percent of women have been a victim of stealthing, and 10 percent of men admitted to having ‘stealthed’ a partner. Another study from 2020, titled ‘You Do It without Their Knowledge. Assessing Knowledge and Perception of Stealthing among College Students’, noted that participants felt that stealthing was ‘a violation of their privacy, trust, sexual consent, and their ability to make a health decision, and should be considered an assault‘.

‘Stealthing’ is considered to be assault (Getty Stock)

The study also found sex differences in the perception of stealthing being considered a sexual assault with lower rates among males as compared to females.

Jamie Wright, a trial attorney in California, told DailyMail.com that stealthing ‘is usually born out of selfish desires, control, dominance, or lack of respect for one’s partner’ and the risks are high and consequences devastating.

Wright said: “The risks of stealthing are severe. It increases the chances of contracting STIs and there is a high likelihood of getting pregnant, which the victims did not consent to.

“The psychological damage can also be severe. The victims tend to feel cheated and violated. Some of the effects that are usually experienced in the long run include anxiety and depression as well as difficulty in building trust in subsequent relationships.”

The study on stealthing among men found those with a greater hostility toward women and a more severe sexual aggression history had ‘significantly higher odds of engaging in nonconsensual condom removal behavior’.

Although legal systems are still catching up with ‘stealthing’, the fact that it’s being talked about is hopefully good start in holding people accountable and changing the way we approach consent.

If you’ve been affected by any of the issues in this article, you can contact The National Sexual Assault Hotline on 800.656.HOPE (4673), available 24/7. Or you can chat online via online.rainn.org