A few months ago, I was on a Manhattan-bound D train heading to work when a man with a chunky, noisy newspaper got on and sat next to me. As I watched him softly turn the pages of his paper, a chill spread like carbonated bubbles through the back of my head, instantly relaxing me and bringing me to the verge of sweet slumber.
It wasn’t the first time I’d felt this sensation at the sound of rustling paper—I’ve experienced it as far back as I can remember. But it suddenly occurred to me that, as a lifelong insomniac, I might be able to put it to use by reproducing the experience digitally whenever sleep refused to come.
Under the sheets of my bed that night, I plugged in some earphones, opened the YouTube app on my phone and searched for ‘Sound of pages’. What I discovered stunned me.
There were nearly 2.6 million videos depicting a phenomenon called autonomous sensory meridian response, or ASMR, designed to evoke a tingling sensation that travels over the scalp or other parts of the body in response to auditory, olfactory or visual forms of stimulation.
The sound of rustling pages, it turns out, is just one of many ASMR triggers. The most popular stimuli include whispering; tapping or scratching; performing repetitive, mundane tasks like folding towels or sorting baseball cards; and role-playing, where the videographer, usually a breathy woman, softly talks into the camera and pretends to give a haircut, for example, or an eye examination. The videos span 30 minutes on average, but some last more than an hour.
For those not wired for ASMR—and even for those who, like me, apparently are—the videos and the cast of characters who produce them—sometimes called ‘ASMRtists’ or ‘tingle-smiths’—can seem weird, creepy or just plain boring (try pitching the pleasures of watching a nerdy German guy slowly and silently assemble a computer for 30 minutes).
Two of the most well-known ASMRtists, Maria of GentleWhispering (more than 250,700 subscribers) and Heather Feather (more than 146,500 subscribers), said that although they sometimes received lewd emails and requests, many of their followers reached out to them with notes of gratitude for the relief from anxiety, insomnia and melancholy that their videos provided.
Some say the mundane or monotonous quality of the videos lulls us into a much-needed state of serenity. Others find comfort in being the sole focus of the ASMR actor’s tender affection and