Why do millions of people watch videos of people folding towels?

Health · Published 7 October 2026 Swipe more like this →

In short: A quiet digital revolution is underway as millions turn to specific sounds to find peace. Whether it is whispering or tapping, this phenomenon—known as ASMR—is more than just a strange internet trend; it is a sensory experience that may physically alter your heart rate and brain activity.

Autonomous Sensory Meridian Response (ASMR) is characterized by a warm, tingling sensation that typically begins at the crown of the head and spreads down the body. Triggered by audiovisual stimuli like whispering, tapping, or slow hand movements, it is often used by young people to reduce stress, alleviate anxiety, and induce sleep. On YouTube alone, there are more than 13 million videos dedicated to this experience, ranging from massage simulations to simple towel-folding tutorials.

Recent research has begun to peel back the layers of this phenomenon. In a study from the University of Sheffield, researchers found that individuals who experience ASMR showed significantly reduced heart rates when watching ASMR videos compared to those who do not. This suggests that the experience is not merely psychological but is a physiologically-rooted phenomenon that may offer benefits for both mental and physical health.

Brain imaging via fMRI has revealed that different types of stimulation activate distinct neural pathways. Audiovisual stimulation has been shown to activate the middle frontal gyrus and the left nucleus accumbens. In contrast, auditory-only stimulation appears to activate the bilateral insular cortices. While these different activation sites suggest that auditory and audiovisual stimuli may impact mental health in different ways, studies have found that both can produce similar subjective feelings of relaxation and tingling.

Despite its massive popularity on platforms like Reddit and YouTube, ASMR has only recently moved from internet subculture into formal scientific scrutiny. As physiologist Craig Richard notes, this quiet revolution of sound is a fascinating phenomenon that is becoming increasingly significant to millions of people worldwide.

General information, not professional advice. Spotted an error? Flag the card or see corrections and complaints.

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