ASMR – the sensory YouTube phenomen

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People whisper into a special microphone; fingernails glide gently across hairbrush bristles, hands knead colorful goo. Millions of people are relaxing by watching and listening to ASMR videos on YouTube and Instagram.

Millions of netizens are viewing YouTube videos featuring whispers, crackles or static. The audio-visual stimuli are conceived to cause a tingling on the scalp and relax muscles. Science has barely investigated the phenomenon, but many viewers claim it triggers feelings of well-being.