--:-- Sean Rameswaram: Welcome to Today Explained. I'm Sean Rameswaram.
--:-- Noel King: And I'm Noel King.
--:-- Sean Rameswaram: Today, we're talking about romantasy, the most popular literary genre in America right now. Joining me are Vulture's Catherine Van Arendonk and Kristen McLean from Circana.
--:-- Catherine Van Arendonk: Hi, thanks for having us.
--:-- Sean Rameswaram: So, Catherine, you wrote a piece for Vulture titled "Sarah J. Maas is the Mortal Queen of Fairy Smut." Can you tell us a bit about that?
--:-- Catherine Van Arendonk: Sure. So, fairy smut is a loving way of describing an incredibly popular genre of books right now. It's not meant as a pejorative, but rather a way to reclaim a term that was once considered trashy or below us.
--:-- Kristen McLean: And it's a genre that's all about fantastical worlds, often including mythical creatures, and a combination of big fantasy book world-building maps and romance plots.
--:-- Catherine Van Arendonk: Exactly. And Sarah J. Maas is one of the biggest authors in this genre, with a series that's sold over 40 million copies worldwide.
--:-- Sean Rameswaram: Wow, that's incredible. So, Kristen, you've spent 30 years analyzing book sales and video game data. What can you tell us about the popularity of romantasy right now?
--:-- Kristen McLean: Well, romantasy is really the latest wave of genre fiction that's taken off in the United States. We can trace that trend back to 2021 during the pandemic, when people had a lot more time on their hands and decided to spend some of that time reading.
--:-- Noel King: And what about the demographics of these readers? Are they mostly young people?
--:-- Kristen McLean: Actually, yes. About 80% of heavy TikTok users, who are also heavy readers, are under the age of 34. And one in 10 is under the age of 18.
--:-- Catherine Van Arendonk: That makes sense, because these books are often about escapism and fantasy, which appeals to younger audiences.
--:-- Sean Rameswaram: I see. So, Kristen, you mentioned that people are looking for escapist ways to relieve their stress during times of uncertainty. Can you elaborate on that?
--:-- Kristen McLean: Yes. When people are feeling anxious or uncertain, they often turn to fiction that takes them out of themselves and into a different world. And romantasy is a perfect example of that.
--:-- Noel King: And what about the rise of TikTok? How has that affected the book market?
--:-- Kristen McLean: Well, TikTok has been a major force in the U.S. book market, especially among younger audiences. And we've seen a lot of fiction being bought and talked about by these users.
--:-- Catherine Van Arendonk: And that's not surprising, given the popularity of BookTok, where readers share their favorite books and book-related content.
--:-- Sean Rameswaram: I see. So, Kristen, do you think this is just a trend, or is romantasy here to stay?
--:-- Kristen McLean: I think it's a bit of both. Romantasy is a popular genre right now, but it's also a reflection of a larger cultural shift towards escapism and fantasy.
--:-- Noel King: And what about the authors in this genre? Are they mostly women?
--:-- Catherine Van Arendonk: Actually, yes. Many of the authors in this genre are women, and they're often writing about themes that are important to women, such as relationships and identity.
--:-- Sean Rameswaram: I see. So, Kristen, can you tell us a bit more about the data you've seen on book sales and video game data?
--:-- Kristen McLean: Sure. Well, we've seen a decline in sales of political science books, which is unusual during an election year. And we've also seen a rise in sales of romantasy and fantasy books.
--:-- Noel King: That's interesting. So, what do you think is driving this shift?
--:-- Kristen McLean: I think it's a combination of factors, including the rise of TikTok and the popularity of escapism and fantasy.
--:-- Catherine Van Arendonk: And also, I think, a desire for more diverse and inclusive storytelling.
--:-- Sean Rameswaram: I see. So, Kristen, can you give us an example of how you analyze book sales data?
--:-- Kristen McLean: Sure. Well, we use a combination of machine learning and human analysis to identify trends and patterns in book sales data.
--:-- Noel King: And what about the role of social media in promoting romantasy?
--:-- Catherine Van Arendonk: Social media has been a huge factor in promoting romantasy and other genres of fiction. Platforms like TikTok and Instagram have made it easier for readers to discover new books and authors.
--:-- Sean Rameswaram: I see. So, Kristen, do you think this is a positive trend, or is it a sign of something more problematic?
--:-- Kristen McLean: I think it's a bit of both. On the one hand, it's great to see people reading and enjoying fiction. On the other hand, it's also a reflection of a larger cultural shift towards escapism and fantasy.
--:-- Noel King: And what about the future of romantasy? Do you think it will continue to be a popular genre?
--:-- Catherine Van Arendonk: I think it will continue to be popular, but it's also likely to evolve and change over time.
--:-- Sean Rameswaram: I see. Well, thank you both for joining us today to discuss romantasy and the future of fiction.
--:-- Catherine Van Arendonk: Thanks for having us.
--:-- Kristen McLean: Thanks.
--:-- Sean Rameswaram: And that's it for today's show. Thanks for listening.
--:-- Noel King: And don't forget to subscribe to Today Explained on your favorite podcast app.
--:-- Sean Rameswaram: And support the show by making a financial contribution to Vox.
--:-- Noel King: You can find links to our show notes and more information about our guests on our website.
--:-- Sean Rameswaram: And finally, thanks to our producers, Amanda Lewellyn, Amina Al-Sadi, Laura Bullard, and David Herman, for their hard work on today's show.
--:-- Noel King: And to our listeners, thanks for tuning in.
--:-- Sean Rameswaram: And that's it for today's show.
