How Stephanie Soo Captured the Attention of Gen Z

Everyone’s talking about Gen Z—from what they’re wearing to what kind of milk they’re adding in their coffee. As a collective, we are obsessed with this tech-savvy, trendsetting generation. And for good reason, since they’ve completely redefined media as we know it. A generation that doesn’t remember life before on demand, this audience expects content to be accessible any time, any place, and on whatever platform they prefer. What’s more, they’ve given rise to all-new storytelling styles—from captivating narrative content like “storytimes” and “get ready with me,” to sensory-focused content like “ASMR” and “mukbangs,” to community-building, call and response content like viral dances and lip syncs.

Digital content creator and podcaster Stephanie Soo has been at the forefront of this entertainment evolution since the beginning. A veteran YouTuber who started posting videos in 2017, she’s continued to expand her online presence to meet her audience’s shifting needs, expanding to a variety of channels and formats and pioneering a storytelling style that young audiences have come to crave. And now, as the host of the twentieth largest podcast in the US, Rotten Mango, Soo’s influence only continues to grow.

Genre-Bending Content That Breaks from the Norms

Just like the title of her hit podcast Rotten Mango, Stephanie Soo is an enigma. Her storytelling style is a challenge to define, striking a balance between bitter and sweet, dark and light. With a focus on viral mysteries, fitting the genre of true noir, Soo acts as a digital detective, delving into everything from pop culture lore and internet drama to disappearances, scandals, and high-profile crimes. And because of her unique delivery, Soo has reached an equally distinct audience that’s mainly comprised of multicultural, Gen Z women, who are more likely to be AAPI and students compared to the US general population.  

A Reddit user and podcast listener said, “Her cutsey moments are just simply her personality, and for me, really helped with watching something so dark.” Another fan says, “Her research appears thorough, and [the] content is told with empathy. I have learned a lot through her knowledge of her subjects.” 

Reaching Audiences through Podcasts, Video, and Social

In order to meet her audience where they are, which means everywhere, Soo has developed a diverse online presence, generating content across a vast range of formats and channels. It’s a smart move, considering one in two Gen Z listeners look for other content from the podcast hosts they love on YouTube and social media. Not to mention, Gen Z podcast fans are 27% more likely to tune in the video content versus the average podcast listener. Fans have the flexibility of turning on the audio formats of episodes while they’re driving or multi-tasking. Or they may opt for the video formats, where Soo includes screenshots of social media discussions and footage from infamous cases. 

To date, Soo has amassed: 

• 3M US monthly podcast downloads

• 14M global monthly YouTube views

• 9.8M total social media followers

Soo’s multi-channel dominance means brands looking to tap into this powerful demographic should follow suit, expanding their podcast plans across a variety of channels too.

Storytelling that Drives Real-World Change

With great impact comes great responsibility. That’s why Soo and her team have gone the extra mile, committing a portion of the revenue from each podcast episode to a charity in need. So far, Rotten Mango has made donations to over 30 charities worldwide, including Sanctuary for Families, Joyful Heart Foundation, and more, which means a lot to the show’s altruistic audience—who over-index for volunteering and want their favorite podcasters and influencers to advocate for change. Advertisers should take note, followers are looking for more than just infotainment. In fact, 85% of Gen Z say it’s important that the influencers they follow try to make the world a better place.

True Noir Enters our Library of Top 50 Shows

With the addition of Rotten Mango, the SiriusXM Podcast Network has grown our leading library by yet another title, further solidifying our status of having the most shows in the top 50 than any other network. We’ve also increased scale with key audiences, including Gen Z and AAPI listeners. And let’s not forget, as the #1 podcast network for women, the SiriusXM Podcast Network is the perfect home for Soo’s mostly female fanbase, which joins the ranks of the Daddy Gang, Crime Junkies, Ologists, and many more. Rotten Mango also fits in well with our extensive library of true crime shows like Anatomy of a Murder and CounterClock—pleasing fans who can’t get enough of spine-chilling, keep-the-lights-on content. 

Partner with Stephanie Soo through SiriusXM Media

A dynamic storyteller and powerful digital creator, Stephanie Soo is the perfect ambassador for any brand, especially those aiming to reach multicultural, female, ad-receptive audiences. And with a full suite of sponsorable content across every channel, the campaign potential with Rotten Mango is unmatched. 

Ready to join the family and partner with the #1 podcast network for women? Let’s chat. 

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