May Podcast RoundUp: Celebrating AAPI Heritage

The first week of May marks the start of AAPI Heritage Month, meaning there’s no better time to explore the intersectional identities of the Asian American and Pacific Islander communities. This diverse group demands well-rounded perspectives within the content they consume. In fact, over half of Asian podcast listeners 18+ actively choose to listen to or watch podcasts that feel like a reflection of their identity, values, and interests. Although this is a month-long celebration, we honor generations of Asian Americans and Pacific Islanders all year—and your brand should do the same. Read on to learn more about our impressive slate of AAPI-hosted shows.

Fall Down the Digital Rabbit Hole

Swipe, tap, and click your way into the hearts (and ears) of the internet’s most coveted audience with Stephanie Soo—the YouTube sensation who’s always popping up in your recommendations. She also happens to be the host of Rotten Mango and Moral of the Story, one of Edison's Top 50 podcast shows. Stephanie’s got a way of telling stories that have people hooked from the intro. And her audience? They’re young, diverse, and eager to engage with bold, authentic, and relatable ads—and they heavily over-index for identifying as part of the AAPI community (241 index). It’s the perfect opportunity to get in front of a digitally-savvy audience who know what's trending and are quick to spread the word—and even quicker to act. 

Cringe. Laugh. Repeat.

Want your brand to be part of the most entertaining disaster since your ex's late-night apology text? There’s no podcast more perfect than Bad Dates with Joel Kim Booster. A SmartLess Media mainstay, this silly show brings the hilarity and awkwardness of dating fiascos to life. Whether it's a cringe-worthy first date, toxic situationship, or a painfully awkward meet-cute, Joel and his fabulous parade of guests deliver non-stop laughs with every outrageous confession. In a recent user study, we discovered Asian audiences 18+ are 29% more likely to say podcasts help them navigate real-world problems, which means your brand can align with a show that taps directly into the heart of modern dating culture with a light-hearted twist and reach a more diverse wave of listeners than ever before.

Rethink and Rewire

Research shows that nearly half of Asian podcast listeners 18+ look for podcasts with access to reliable and factual information. They’re frequently on the hunt for stimulating conversations that educate and inform. Enter Shankar Vedantam, whose long-running podcast Hidden Brain uses science and storytelling to reveal the unconscious patterns that drive human behavior. In just a few short years, the show has amassed a large audience of well-educated women of color, with 79% holding a bachelor’s degree or higher. Furthermore, these listeners are sharp-witted career women who enjoy learning new things and traveling the world. Fun fact: An episode of Hidden Brain was featured in the box office hit, Anyone But You, starring Sydney Sweeney and Glen Powell—a testament to Shankar’s undeniable influence and reach. 

Reach for the Stars

Advertisers, are you looking for alignment? Well, it’s in the cards—Stars and Stars is your cosmic connection. Each week, host and astrologer Isa Nakazawa sits down with some of the most brilliant artists, thinkers, and cultural visionaries of our time to explore what drives them—why they create, love, and live the way they do—all through the lens of astrology. With over 43% of Asian podcast listeners 18+ saying podcasts connect them to a community of like-minded people, it makes sense that they gravitate towards Isa and her warm, intuitive approach to storytelling and star-reading. Reach a young generation that prides itself on purpose, connection, and authenticity, and speak directly to the hearts (and charts) of your target audience.

Interested in advertising on one of these shows? Chat with us today.

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