This blog post examines the factors behind the popularity of ASMR content, which is spreading primarily among the younger generation, and its psychological and cultural background.

The Pleasure of Sound: ASMR

As personal broadcasting media and video platforms have become the primary channels for consuming visual media, ASMR content is gaining attention as a new consumption trend. The emergence of platforms like ‘AfreecaTV’ and ‘YouTube’ has spurred the active production and consumption of diverse video content, with demand for ASMR content surging, particularly among the younger generation. ASMR (Autonomous Sensory Meridian Response) is defined as content that provides viewers with pleasurable stimulation, inducing psychological comfort and relaxation. According to statistics from 2017-2018, ASMR-related content was one of the most searched items on YouTube, second only to dance cover videos. Research to understand this phenomenon is also actively underway both domestically and internationally. Studies primarily focus on analyzing ASMR consumption motivations by applying the Uses and Gratifications Theory and examining the psychological and cultural effects of ASMR.
The term ASMR was first defined by Jennifer Allen in 2010 and subsequently spread rapidly through personal broadcasting platforms. ASMR content provides viewers with pleasure or psychological comfort through auditory stimulation, with key triggers including various sound stimuli such as nature sounds, eating sounds, and scratching sounds. These stimuli are typically subtle sounds rather than loud ones, often delivered using stereo audio to create distinct left and right channels. Thus, ASMR content is characterized as a low-stimulus, auditory-centric mechanism designed to induce a pleasant sensation known as a “tingle.”

Types and Characteristics of ASMR Content

Due to device limitations, ASMR content uploaded to YouTube consists of auditory and visual stimuli, often indirectly evoking taste or touch through sound or description. Binaural microphones are used to maximize the auditory experience, and ASMR content can be categorized into various types based on the presence of role-playing scenarios or dialogue. Representative ASMR trigger types include:

1. Sounds made by specific objects: Clattering or rustling sounds from objects like paper or wood, tapping sounds made with fingernails or fingers (tapping). These sounds have a calming effect or help induce concentration.

2. Voice and whispering sounds: Whispering or speaking in a low voice, often incorporating trigger words—repeating specific words. For example, repeating a specific syllable like ‘sksk’ helps relieve tension. Ear blowing provides auditory stimulation by combining whispering with the sound of gently blowing air into the ear.

3. Mouth sounds: Various sounds produced by the mouth without using the voice. Representative examples include the sound of flicking lips after applying lipstick and natural sounds made while eating. Particularly, eating sounds like smacking can be unpleasant for some listeners, so warnings are sometimes added to video titles.

4. Personal Care: ASMR content often creates scenarios where the listener feels noticed and cared for. This personal attention provides psychological comfort. Scenarios like simulated counseling, massage, or hair care offer an experience of intimate care.

5. Visual Triggers: Stimulation through visual elements like moving hands in front of the camera or cleaning the lens with a brush. This induces psychological stability in viewers and works effectively alongside auditory stimulation.

6. Crafting and Tidying Sounds: Combining visual and auditory stimulation through activities like LEGO assembly, toy transformations, or organizing. The repetitive motions and sounds particularly provide listeners with satisfaction and comfort.

7. Ambient Sounds: ASMR utilizing everyday ambient sounds like environmental or natural noises is also gradually increasing. Relaxation sounds, white noise, and natural sounds like rain help stabilize emotions and can be expected to aid sleep.

ASMR content can be broadly divided into intentional ASMR and unintentional ASMR. The latter refers to content where the creator did not intend to create ASMR, but viewers perceive it as ASMR and feel immersed. Examples include scenes from movies or actual medical examination videos by doctors.

Copyright Issues with ASMR Content

While ASMR content is generally shared for non-commercial purposes, the copyright belongs to the organization or individual who originally produced the audio. Therefore, commercial use requires paying the appropriate fees. Some users offer free samples and establish systems for paid sales, while countries like Japan commercially distribute ASMR content through web stores. However, unauthorized copying and plagiarism frequently occur. Re-uploading another person’s ASMR audio without the copyright holder’s permission, or uploading it with minor modifications, is illegal. Even if such content is sanctioned through reporting, it is often re-uploaded via new accounts.

Medical Effects of ASMR Content

Many believe ASMR content aids psychological stability and sleep induction. The Guardian in the UK previously introduced research findings in an article analyzing brain responses to sound, stating that sound stimulates the nucleus accumbens to induce pleasure. The nucleus accumbens is the central hub of the reward system, associated with drugs or achievements, and ASMR is explained to promote dopamine secretion, thereby inducing pleasure. However, not everyone responds to ASMR; research indicates that approximately 47% of the general population does not experience the tingling sensation triggered by sound. While ASMR does not directly induce sleep, the psychological calm it provides can aid sleep. Caution is advised, though, as frequent consumption of ASMR content may lead to desensitization to the stimuli.

Quality Issues with ASMR Content

As ASMR’s popularity grows, low-quality content is also increasing. ASMR produced in poor recording environments can actually cause discomfort, and many pieces are simply labeled ASMR to chase views. Particularly, some content has taken on characteristics similar to mukbang or attempts to lure subscribers with provocative material. Such content deviates from the original purpose of ASMR, potentially failing to deliver the effects listeners expect.

Prospects and Considerations for ASMR Content

ASMR content is gaining global popularity for its benefits in stress relief and providing psychological comfort, and it is being utilized in various fields, including advertising. In 2019, popular ASMR channels on YouTube secured between 600,000 and 1 million subscribers, and ASMR ads ranked first in YouTube’s 2018 ad view count rankings, reflecting high public interest. According to an OECD survey, the average sleep time for Koreans is 7 hours and 42 minutes, ranking lowest among OECD countries. In this context of increasing sleep deprivation and psychological instability, ASMR, similar to white noise, can help alleviate insomnia and stress.
However, ASMR content requires some caution. First, copyright issues arising from unauthorized copying should be avoided, and selecting high-quality content suited to one’s needs is crucial. Second, repeated use of ASMR content can lead to desensitization to the stimuli and potential psychological dependence. Third, non-authentic content merely using the ASMR label can actually stimulate the listener’s brain and produce counterproductive effects. By fully understanding ASMR’s positive effects and using it appropriately, one can achieve psychological stability and experience proper sleep assistance.