These days, just turning on the television seems to trigger a blitzkrieg of F-bombs.

“We’re seeing a big spike in the use of crude and profane language in movies and TV shows,” says Chad Michael, CEO of EnjoyMoviesYourWay.com, a content-filtering service for smart TVs. He adds, “As it increases, we become numb to it. And that gives writers and media [outlets] permission to add even more.”

Engineers at EnjoyMoviesYourWay.com deploy artificial intelligence to identify crude language in programming, allowing the app to filter thousands of titles. In an analysis for The Wall Street Journal, Enjoy scanned over 60,000 popular movies and TV shows released since 1985 and tracked the usage of bleepable words over time.

In the analysis, usage of the F-word went from 511 in 1985 to 22,177 through early November 2023. The S-word went from 484 in 1985 to 10,864 into November 2023. Of course, the explosion in expletives is also partly due to the sheer volume of programming that’s now available to viewers.