I refer to this as "hedonic exchange", the idea that there is a base rate of hedonic drive that animals tend to satisfy and that this drive is mostly fungible.
You see this in the data for smoking as well, as smoking decreases, you tend to see caloric intake and obesity rise at the population level.
You might like the book "The Age of Addiction, How Bad Habits Became Big Business" by David T. Courtwright.
It talks about substitutability of pleasures, among other things. The most interesting idea that I took from it was the idea of "blending" and "intensifying" of pleasures over time.
For example, with alcohol. Initially humans had fermented fruits, then beer and wine, then distilled alcohol. The pleasurable substance was refined over time and the pleasure was intensified. In parallel, humans blended together multiple pleasures at once, for example combining alcohol with milkshakes or making sugary cocktails.
The book makes a strong case that this process of refining, intensifying, trading, and blending pleasures has been a constant force throughout civilization, and it applies the same argument to the internet and social media.
I see this readily with my cats too. Give them a treat, they gobble it down instantly then look up at you and yell for another one. Next day and they are sitting by the cabinet they saw you put the bag in and yelling for more treats. The most shrill and pitiful yells too.
There is zero self control because out in the wild, self control means you don't survive. You eat all the calories that show up in front of you. You can't afford to be choosy. The idea of abundance comes at direct odds with how we are wired in survival settings, and it's no surprise we struggle with obesity as a result. Selection has not factored in the availability of a gas station on every corner full of dopamine hits for a few dollars.
I think there's an individual rate. I highly doubt there is a "base rate" for groups overall. I also think environmental factors play a huge part in prevalence.
You see this in the data for smoking as well, as smoking decreases, you tend to see caloric intake and obesity rise at the population level.