More than 11M ASMR videos have been published on YouTube, with over 1.3M this month alone as the trend continues to grow in popularity for creators and audiences alike.
But what is this internet phenomena and why has it proved so popular for such a sustained period of time?
ASMR, which stands for Autonomous Sensory Meridian Response, are a collection of sounds designed to prompt a pleasurable tingling in the neck and scalp for the listener.
These tend to be everyday sounds without talking, or if there is talking it is typically in a low whisper. For example, there are videos of creators eating or using everyday objects to make ASMR sounds.
While there is not much research on the topic, the sounds are said to promote relaxation, reduce stress and help the listener sleep better.
ASMR videos popularity on YouTube is undeniable, with single videos getting as many as 40M views.
For instance this video of ASMR 10 Triggers To Help You Sleep has gained more than 22M views and 69K comments.
ASMR Darling is one of hundreds of thousands of creators now specialising in making ASMR videos on the platform to fullfill a growing demand from audiences.
YouTube search interest in the trend has been steadily increasing over the past five years, according to Google Trends data.
As can be seen there was a huge upshot in searches for ASMR towards the end of last year and popularity has continued at its peak since then.
The trend is more popular now with viewers than ever and looks set to stay at its height for some time as more creators, including none specialist ASMR creators, create new content to satisfy viewers.
When we look at search interest broken down by region we can see it is highest in South Korea.
Finland, the UK, the US and Sweden also have a high volume of YouTube searches for ASMR videos.
ASMR is a long running trend that does not seem to be disappearing anytime soon, in fact it just keeps getting stronger in the amount of content being produced around the topic and with search interest from audiences.
We expect the trend to continue throughout the year.
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