joi.ai — Who Uses It, Where They Come From, and How They Behave Online

There are two ways to talk about an AI companion platform. One is the feature list: chat, characters, customization, maybe voice, maybe images. The other is the human layer: who shows up, what mood they’re in, how long they stay, and whether they arrive intentionally or stumble in from somewhere else.

This review focuses on that second layer—an audience and traffic snapshot—using publicly visible Similarweb estimates for https://joi.ai/ (December 2025). Similarweb explicitly frames these figures as estimated web analytics, and the country section referenced below is for desktop traffic share.

Visuals: gender, geography, and engagement

Downloads (same charts):

• joi_gender_split.png
  
• joi_country_share.png
  
• joi_engagement_snapshot.png
  

The audience at a glance: gender and age

If you’re trying to understand a product category quickly, gender split is often the first “tell,” because it hints at core use-cases and messaging fit.

For December 2025, Similarweb estimates joi.com’s audience as:

• 80.41% male
  
• 19.59% female
  

That is a strongly skewed audience profile, and it typically correlates with a product-market fit anchored in male-driven demand patterns (whether curiosity, fantasy, companionship, or entertainment). The same Similarweb panel also states that the largest age group is 18–24.

A practical limitation: the public text view confirms the largest age bracket but does not expose the full age-percentage breakdown (it appears as a chart on the page). So, we can accurately say 18–24 is the leading segment, but we should not invent the exact split across 25–34, 35–44, and so on.

In human terms, this combination—male-heavy plus a leading 18–24 cohort—usually means:

• faster experimentation with new AI experiences,
  
• a comfort with chat-first interaction,
  
• and a user expectation that the platform “gets to the point” quickly (low patience for friction).
  

Where users come from: the global map in plain language

Geography matters because it tells you what kind of localization, payment support, and cultural framing will pay off first.

Similarweb’s “Web Traffic by Country” section for December 2025 lists the top desktop traffic sources for joi.com as:

• United States: 35.45%
  
• Canada: 6.06%
  
• Brazil: 5.34%
  
• Germany: 4.70%
  
• United Kingdom: 3.53%
  
• Others (combined): 44.92%
  

Two things jump out:

1. The US is the anchor market. At ~35% share, it’s the biggest single-country driver by a wide margin. That typically shapes product decisions: language defaults, creator/influencer channels, and subscription expectations.
   
2. The “Others” bucket is huge (44.92%). This is the quiet proof that the platform’s reach is global even if it has a clear core. It also suggests that growth is likely coming from a long tail of countries rather than a single second powerhouse.
   

Brazil’s presence in the top five is also notable: it often signals viral discovery and strong social distribution dynamics (high willingness to explore entertainment/chat experiences), even when per-user spend can be more price-sensitive.

Engagement: what the average visit feels like

Traffic is attention; engagement is intent.

For December 2025, Similarweb reports:

• Bounce rate: 50.78%
  
• Pages per visit: 7.21
  
• Average visit duration: 00:02:03
  

A 2-minute average visit can sound “short” until you remember the nature of chat products. Users often come in with a single goal—continue a conversation, check a character, try a prompt—then leave. What matters more is the combination of multiple pages per session (7.21) with a moderate bounce rate (~51%). That pattern usually means: a meaningful share of users do more than peek—they click around, test, iterate, and explore.

In other words: plenty of drive-by curiosity exists (as it does in every AI entertainment product), but there’s also a real “I’m here to use this” cohort.

How people discover it: direct traffic dominates

The strongest acquisition clue on the Similarweb panel is that the top traffic source is Direct at 67.55% (with Organic Search second and Referrals third in the public preview).

Direct traffic at that level usually implies one or more of the following:

• users already know the brand and return intentionally,
  
• users type the domain directly after seeing it in social content,
  
• repeat usage is meaningful enough that people don’t rely on search every time.
  

For an AI companion platform, that’s a good sign. It suggests habit formation and brand recall—not just one-off curiosity.

Summary table (publicly visible metrics)

What to do with these insights (if you’re building content or growth)

If your goal is SEO content, landing pages, or retention messaging, this snapshot suggests three practical moves:

1. Write for the “returning user,” not only the curious visitor. Direct traffic dominance implies repeat intent—so onboarding, new features, and “what’s next” content can be as important as discovery content.
   
2. Treat the US as the narrative baseline, but don’t ignore the long tail. With “Others” near 45%, localized content (or at least culturally neutral wording and multiple language options) can pay off.
   
3. Assume a young, male-heavy core—and design the tone accordingly. Short, concrete hooks, fast value demonstration, and clear boundaries tend to outperform vague, poetic copy for this audience type.