May Podcast RoundUp: Celebrating AAPI Heritage
Welcome to our Podcast Roundup—our monthly check-in on hot opportunities for advertisers.
This month we’re recognizing Asian American and Pacific Islander (AAPI) Heritage Month, which recognizes the contributions and influence of Asian Americans and Pacific Islander Americans to the history, culture, and achievements of the United States. According to the U.S. census, the AAPI population has grown 72% between 2000 and 2015 making them the fastest-growing racial and ethnic segment in the U.S. 22.6M Americans trace their roots to more than 20 countries in East, South, and Southeast Asia, each with their own histories, languages, and cultures.
In this round-up, we’ll specifically highlight our accomplished AAPI SXM Media network podcast hosts and their audiences. Asian-Americans are increasingly listening to podcasts with a 25% growth in listenership since 2018 (Nielsen Podcasting Today 2021). In our recent Pandora Soundboard study, we found our AAPI audience spends 1.3hrs listening to podcasts daily, and 43% are listening to podcasts at home.
Let’s dive into some of our favorite podcasts…
Hidden Brain - Shankar Vedantam
Shankar Vedantam is an American journalist, writer, and science correspondent. He uses science and storytelling to reveal the unconscious patterns that drive human behavior, shape our choices and direct our relationships. The show draws in a highly educated audience, with 85% holding a bachelors degree or higher.
You also won’t want to miss Shankar’s other hit show, My Unsung Hero. The daily news can fill us with despair. My Unsung Hero is an antidote to that despair. Each episode reveals what the news ignores: everyday acts of kindness and courage that transformed someone’s life.
On Purpose - Jay Shetty
Jay Shetty is a #1 NYT Best-selling Author, Host of #1 Health Podcast, and Purpose coach. His wildly popular podcast, On Purpose, has featured guests including Alicia Keys, Khloe Kardashian, and Kobe Bryant. Jay’s purpose is to make wisdom go viral. He considers himself fortunate to have fascinating conversations with the most insightful people in the world, and he’s sharing those conversations with the world. 38% of On Purpose listeners are AAPI. 60% reported that when they follow a podcast, they listen to most episodes.
Freakonomics M.D. - Dr. Bapu Jena
Each week, physician and economist Dr. Bapu Jena will dig into a fascinating study at the intersection of economics and healthcare. He takes on questions like: Why do kids with summer birthdays get the flu more often? Can surviving a hurricane help you live longer? What do heart surgery and grocery-store pricing have in common? This draws in a highly educated audience, with 91% holding bachelors degrees or higher. We also see a nearly perfect split of men and women tuning in.
Strangeland - Sharon Choi
Audiochuck’s Strangeland is a True Crime podcast hosted by investigative journalist Ben Adair and world-renowned interpreter Sharon Choi. Choi is knownfor her work as Bong Joon-ho's Korean–English interpreter as his film Parasite (2019) became the first foreign-language film to win Best Picture, ultimately taking home three Oscars. STRANGELAND reexamines cases in immigrant neighborhoods. Season One’s investigation goes where the police couldn’t and uncovers new evidence that may change the course of a case that stunned L.A.’s Koreatown.
LAPD detectives arrested and charged a mild-mannered neighbor with the crime. The suspect never fit anyone’s description of what they imagined the stone-cold killer would be. Was justice served in this case? Or was it somehow lost in translation?
By The Book - Kristen Meinzer
By The Book is half reality show, half self-help podcast, and one wild social experiment. Join comedian Jolenta Greenberg and her skeptical friend Kristen Meinzer as they live by the rules of a different self-help book each episode to figure out which ones might actually be life-changing. Kristen is a producer with Panoply and former co-host of PRI/WNYC’s Movie Date podcast. 85% of By The Book listeners have a bachelor's degree or higher. True book lovers!
Get-Fit Guy - Jonathan Su
Enhance your energy, lose weight, boost your performance, and feel better than ever with the Get-Fit Guy. Hosted by a true expert, Dr. Jonathan Su offers you the tips you need to reach all of your fitness goals. As a Quick and Dirty Tips show, episodes are short, digestible, and easy to incorporate into a busy schedule. We’ve found that 34% of Get-Fit Guy listeners are multi-cultural. Despite the title, we also see an even 50/50 gender split audience!