ASMR (or Autonomous Sensory Meridian Response) is a pleasurable, tingling sensation you get from certain sights and sounds. But it also offers serious health benefits.

A relatively recent cultural phenomenon, ASMR refers to that shivery feeling of euphoria that can be induced in certain people by gentle whispering and quiet tapping sounds.

The so-called “ ASMR-meta ” on Twitch, where streamers boost their views by whispering into their microphones or producing licking sounds, sometimes while holding yoga poses, follows the ...

However, the most popular ASMR content on YouTube involves whispering, usually by a female performer. One video on an account called Gently Whispering ASMR has racked up more than 20 million views.

Lottie Fellows, an accounting and finance student at the University of Bath, uploads videos with the aim to help people fall asleep through ASMR, which creates tingling sensations.

If you like the sound of whispering, chewing or gentle tapping then you’re in luck because there are now more than 13m videos dedicated to such soothing noises available on YouTube.

While the ASMR obsession has flourished in online spaces for the better part of a decade, the Michelob commercial signifies the latest — and largest — sign yet that advertisers are ...