How Australian podcasts fit into the news cycle & ignite cultural moments
The Australian podcasting news industry continues to grow. While Australian audiences do consume content from international brands like the BBC, they also exhibit strong affinity for independent Australian productions over mainstream sources. In a period of uncertainty amidst Apple’s recent update to automatic download policies Australia’s podcast audience has rapidly expanded, with ad revenue rising from $5 million in 2017 to over $100 million in 2024. So how do podcasts fit into the Australian news cycle? As audiences direct attention to independent and international productions, audience targeting, partnerships and media monitoring trends indicate a shift and a need to adapt engagement metrics and messaging strategy.
To highlight the impact of podcasts on audience engagement, we tracked coverage of key news themes in Australian podcasting from January 2020 to November 2024.
Podcasts surged into the mainstream during the pandemic, and they’re now evolving by integrating with platforms like video and audiobooks to meet new audience expectations.
While general podcast news discussion remains steady, discussion on news podcasts indicates listener engagement peaks around high-impact stories, suggesting that the topic and information itself is what truly resonates with audiences. Outlets like The Australian Financial Review and ABC have expanded into the format, yet even major programs like ABC’s Background Briefing face fluctuating engagement compared to discussion about news content being consumed through podcasts. The data suggests there’s a gap being left by main outlets in the podcasting space. While traditional media adapts, independent producers are gaining traction with stories that deeply resonate on identity and community issues, such as the 2021 Christian Porter case and The Briefing’s 2024 episode on pianist Jayson Gillham’s lawsuit against the Melbourne Symphony Orchestra. Understanding audience preferences and monitoring content trends helps communicators craft strategies that leverage podcasting’s unique appeal.
I very much enjoyed this morning's episode of @TheBriefingAU.
I am skeptical of ANY cause that attempts to silence their opposition, often by demonising opponents as racists, instead of engaging with their arguments. https://t.co/MTiC4FLqAA
Podcasts offer creators the freedom to pursue stories with fewer constraints of advertisers, investors, or other stakeholders, leading to content deeply shaped by personal passion and a strong connection to the subject. This independence empowers impactful storytelling, as illustrated by The Teacher’s Pet, where Hedley Thomas’s rigorous reporting on the case of Lynette Dawson uncovered new, critical details and underscored the journalistic integrity driving audience engagement in a shared pursuit of truth. Similarly, New Politics, co-created by Eddy Jokovich, leverages its Patreon-funded model to explore perspectives outside mainstream narratives, showcasing the power of independent journalism through podcasting.
Hedley Thomas was under the most incredible pressure while producing the podcast and testifying at trial. This decision carves out a new precident for journalism and podcasts. #LynetteDawson mattered to many people. Now tell us where the body is #ChrisDawson.
Every time we announce we’ll be discussing #RobodebtRC, our listener numbers on @newpoliticsAU podcast go up 25%. People want to hear about it but #Insiders had dedicated just 7 minutes in 2023 on this big scandal. Why? #auspol@abcnews
Sports and entertainment tend to generate high visibility and engagement, suggesting they benefit from a faster publishing cadence and broad appeal. However issues like global conflicts draw significant attention, especially among communities directly impacted. The Briefing podcast, for example, addressed the October 2024 conflict in Gaza in a recent episode where Lebanese-Australian journalist Liz Deep-Jones offered a personal perspective. This type of coverage shows how podcasts can provide both journalistic depth and emotional resonance, connecting listeners to complex stories in a more relatable way.
Even if a major broadcaster or outlet owns a podcast production, the unique style and tone set by the hosts and production team often place podcasts outside the conventional PR and communications scope. Unlike the carefully curated talking points found in a typical puff piece or advertorial, podcasts allow for candid, in-depth discussions that explore complex topics with a degree of freedom seldom found in traditional news media channels. This authenticity is driven by the podcast format itself, which favours nuanced discussion offering audiences a more transparent and less scripted narrative style.
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Many of the leading news podcasts, like The Quicky by Mamamia, follow a daily release that taps into the rhythm of the 24-hour news cycle, providing timely responses to breaking news. This format appeals to listeners by delivering news in a quick, digestible style, ideal for staying informed on the go and catering to audiences prioritising both convenience and relevance. It’s no surprise, then, that top news highlight podcasts often incorporate ads at multiple points—before, during, and after episodes—capitalising on the high listener engagement these accessible, on-the-go updates create.
Sports and entertainment podcasts tend to attract higher engagement with frequent, easily digestible episodes, often in the preferred 20-30 minute range, which sustain a steady listener base. Personalities like Hamish and Andy, and John Graham exemplify how audience visibility can be driven more by engaging personalities than by traditional news analysis. In contrast, outlets like The Australian Financial Review maintain a more analytical focus with podcasts such as The Fin and Chanticleer, known for their conservative, business-centric tone. Meanwhile, digital-first brands like Mamamia take a more hybrid, accessible approach across varied topics, leveraging podcasting to reach broader audiences and foster engagement with impactful news stories. This range of formats illustrates how different brands tailor their podcast strategies to meet audience preferences, from rapid updates in entertainment to in-depth discussions on current events.
While legacy media outlets leverage their reputations to enhance their podcast presence, credibility alone doesn’t ensure engagement. Instead, PR and communications teams can boost audience connection by aligning content with listeners’ interests and authenticity, helping refine podcasting strategies to capture attention and drive meaningful engagement.
Loren is an experienced marketing professional who translates data and insights using Isentia solutions into trends and research, bringing clients closer to the benefits of audience intelligence. Loren thrives on introducing the groundbreaking ways in which data and insights can help a brand or organisation, enabling them to exceed their strategic objectives and goals.
What’s the Albanese government’s real game plan for its second term, and how will it play out in the media? Isentia recently brought together three of Australia's top political journalists to pull back the curtain: Peter Gearin, Editor in Chief atThe Mandarin, Jason Koutsoukis from The Saturday Paper, and acclaimed broadcaster Virginia Haussegger AM, for a panel with our partners CPRA at the Government Communications Forum, held at the National Press Club
For communications pros, the conversation was packed with clues about what to expect next from Canberra.
A smart strategy or a wasted opportunity?
The panel honed in on the government’s positioning since its “monumental election victory” an “oddly quiet return to political normality.” It’s a question every political operator is asking: is this a calculated, smart and stable approach, or is the government squandering a chance to be “bold and progressive”?
Peter Gearin suggested the caution is deliberate and here to stay. His take? The government learned a huge lesson from the Voice referendum, when Labor bit off too much, meaning the Government now wants to occupy the political centre and won’t risk getting caught out like that again. Expect the cautious approach and the first-term playbook to continue.
What sits behind this posture is a desire to move beyond being a party in power to being seen as the party of government. While critics argue this looks like stagnation, supporters see a measured style that prioritises trust over spectacle.
What’s on the agenda? Policy and Parliament
So, what are the key issues the government needs to nail this term? The panel highlighted several areas to watch closely:
Economic messaging: The recent Economic Roundtable was seen as the government’s attempt to carefully make the case or test the waters for change. How this translates into actual policy will be a major test.
The public sector: The Mandarin’s editor pointed to the ongoing agenda for Australia’s public servants and the government’s plans for improving the sector. Katy Gallagher is driving a vision of “evolution, not revolution” with a focus on strengthening in-house capability and reducing reliance on consultants.
Parliamentary chess: With the new makeup of parliament, will the government keep trying to find consensus with the opposition, or will it work with the Greens to drive a more progressive agenda? This strategic choice will define the term. The Greens are repositioning to be more pragmatic at the federal level, while the Coalition remains fragmented. A weak opposition could make the government’s path smoother, but it also risks reducing contestability and scrutiny in the system.
Leadership and cabinet confidence
Much of the government’s steadiness comes from its internal team. Albanese is viewed as a strategic operator with deep Labor roots, and his confidence is backed by a cohesive cabinet. Ministers like Jim Chalmers and Katy Gallagher have emerged as key players, bolstering the sense of stability. This team-based strength underpins the government’s cautious but deliberate style.
Balancing foreign policy and national interest
While domestic policy dominates headlines, the government is also asserting national interest abroad. Stability in foreign policy has been part of its strategy to project maturity and avoid overreach. This layer of pragmatism adds to the perception of a government intent on consolidating itself as a long-term, steady hand.
From broadcasting to narrowcasting
For communicators, the real gold was the discussion on how to get a message across in today’s complex and vast media landscape.
The panel explored the government’s newer tactics, like the PM’s appearances on popular podcasts with influencers such as Abby Chatfield and Hannah Ferguson. This reflects a broader shift from broadcasting to narrowcasting, with messages tailored to segmented audiences rather than a one-size-fits-all approach. Success now depends on understanding fragmented channels and feeding high-quality, diverse content into the ecosystem.
But even as the playbook evolves, there’s an argument for getting the basics right. Gearin believes the media’s core job is to talk truth to power and explain how government decisions actually affect citizens, rather than just focusing on the politics or the optics. As news consumption habits change, especially among younger Australians, this balance between accountability and relevance is more important than ever.
We are watching a government playing a cautious long game, intent on cementing itself as the party of government while avoiding the risks of overreach. At the same time, the opposition’s weakness and media’s evolution raise questions about accountability and contestability. For communicators, understanding both the government’s measured strategy and the fast-changing media playbook is essential to navigating the term ahead.
Cautious, considered, or coasting? Decoding the Albanese government’s second term
What’s the Albanese government’s real game plan for its second term, and how will it play out in the media? Isentia recently brought together three of Australia’s top political journalists to pull back the curtain: Peter Gearin, Editor in Chief atThe Mandarin, Jason Koutsoukis from The Saturday Paper, and acclaimed broadcaster Virginia Haussegger AM, for […]
At Isentia’s Beyond the Barossa panel, industry leaders from tourism, higher education, government, defence, and media came together to discuss how South Australia is being positioned, both to its own people and to the world. The discussion highlighted shared challenges, opportunities, and the essential role of communications in shaping South Australia’s identity.
South Australia’s brand: confidence and complexity
Chris Burford (South Australian Tourism Commission) outlined the dual challenge of building national and international awareness while fostering local pride. While South Australia currently ranks sixth of eight states on “appeal and consideration” as a tourist destination, it leads the nation in state pride. Events like Liv Golf and Gather Round have helped South Australians feel more confident about their state, and post-COVID reflections have driven a greater appreciation for the quality of life.
The SATC’s Celebrate the Simple Pleasures campaign reflects a move toward “place branding,” focusing less on iconic landmarks and more on the lived experience of being in South Australia. The research underpinning the campaign revealed a consistent theme: South Australians want the state to “grow but not change” embracing progress while retaining its distinct character.
Education and global perceptions
Djurdjica Arslanagic (Adelaide University) noted that Adelaide’s perception internationally has shifted from being seen as a regional city to a globally attractive destination for students. South Australia’s reputation as welcoming, safe, and supportive resonates strongly with international families making education choices. With the upcoming merger of Adelaide’s universities, communication is focused on tailoring messages to varied stakeholders, from students to alumni to government, ensuring consistency while meeting different needs.
Defence, industry and the workforce challenge
Sasha Meldrum (Nova Systems) discussed the enormous communications challenge posed by AUKUS and the scale of defence industry growth. With tens of thousands of workers required, from shipbuilders to nuclear scientists, attracting talent locally and globally will demand new policy approaches and fresh messaging. Meldrum emphasised that communicators must also help shift perceptions of defence, reframing it as not only about warfare but also about peacekeeping, security, and technological advancement.
Media fragmentation and targeted storytelling
Verity Edwards (Hughes PR) reflected on the contraction of South Australian newsrooms and the rise of alternative platforms. Traditional prestige outlets like The Advertiser still hold influence, but strategies now require targeting the right audience with the right medium. For some clients, industry publications or regional media can have far greater impact than mainstream outlets. Edwards highlighted the need for nuanced communication strategies that prioritise outcomes over exposure, and lateral thinking to match stories with audiences.
The climate story
A key challenge raised during the Q&A was South Australia’s ongoing algal bloom crisis. Burford noted its severe impact on coastal communities and tourism, with uncertainty around long-term recovery. He stressed the importance of communication grounded in science and transparency to maintain public trust, comparing the challenge to COVID in its unpredictability. The discussion highlighted how crucial clear, proactive communication is, both in explaining what’s happening and in shaping the narrative around next steps.
Key Takeaways:
Confidence in identity – South Australians are more assured in their story, but lifting national and international visibility remains a priority.
Nuanced storytelling – Different audiences, from universities to defence to tourism, require tailored approaches that balance authenticity with strategy.
Collaboration – Industry, government, and academia must align communications to tackle workforce, economic, and reputational challenges.
Think laterally – Success isn’t always about “big hits”; smaller, targeted placements often deliver the most impact.
Beyond the Barossa: Communicating South Australia’s evolving story
At Isentia’s Beyond the Barossa panel, industry leaders from tourism, higher education, government, defence, and media came together to discuss how South Australia is being positioned, both to its own people and to the world. The discussion highlighted shared challenges, opportunities, and the essential role of communications in shaping South Australia’s identity. South Australia’s brand: […]
A critical blind spot has emerged in Australia's housing debate. An analysis of news coverage compared to social discussion reveals that the conversation happening in the news media, a calm, 'top-down' discussion of financial strategy for existing homeowners, is dangerously disconnected from the raw, emotional reality unfolding on social media.
While news outlets focus on interest rates and mortgage advice, the public conversation is a volatile, 'bottom-up' outcry over the lived experience of unaffordability and political frustration. This gap between the financial narrative and the public's emotional reality represents a significant strategic risk for any organisation communicating in this space.
In stark contrast, social media is having a "bottom-up" conversation, focusing on the personal pain points of cost, blame, and political frustration. It speaks from within the economy. At its heart, this conversation is driven by the raw, personal impact of an unaffordable market; users aren't debating abstract forecasts, they're lamenting the "exorbitant" cost of "multimillion dollar postage stamp sized tenancies." This personal frustration then quickly seeks a target, splintering into direct political blame over specific tax policies and a deep-seated criticism of the planning bureaucracy, which is seen as a fundamental roadblock.
The core theme is the lived experience of exorbitant real estate prices, with users directly linking high property values to the unaffordability of everyday life and business. There is a strong undercurrent of blame directed at planners, councils, and perceived bureaucratic inefficiency as a primary driver of the housing shortage. The housing discussion is frequently and explicitly politicised, with users tying the crisis to taxation or economic policies.
Analysis shows a public belief that the government is prioritising private developers over vulnerable citizens. The revelation of stakeholder meetings behind closed doors to discuss 'investment models' for public housing towers for example has solidified a narrative of privatisation by stealth. The call for public housing is a direct demand for the government to re-assert its role as a protector of citizens, not a facilitator for private profit. Underpinning all of these solutions is a palpable sense of moral urgency, driven by the visible 'human cost' of the crisis. But this frustration is not passive. With calls for street resistance and construction unions to refuse demolition work, the message is clear: if these concrete actions are not taken, the conversation will move from online forums to the streets and worksites.
Monitoring and identifying these distinct ideological fault lines is crucial. It allows a communications team to understand the specific arguments and trigger words of each camp. Any government announcement will not be received by a single public, but will land on this fractured community and be interpreted through these pre-existing lenses.
A critical blind spot has emerged in Australia’s housing debate. An analysis of news coverage compared to social discussion reveals that the conversation happening in the news media, a calm, ‘top-down’ discussion of financial strategy for existing homeowners, is dangerously disconnected from the raw, emotional reality unfolding on social media. While news outlets focus on […]
Across the communications landscape, teams are being asked to do more with less, while staying aligned, responsive and compliant in the face of complex and often shifting stakeholder demands. In that environment, how we track, report and manage our relationships really matters.
In too many organisations, relationship management is still built around tools designed for customer sales. CRM systems, built for structured pipelines and linear user journeys, have long been the default for managing contact databases. They work well for sales and customer service functions. But for communications professionals managing journalists, political offices, internal leaders and external advocates, these tools often fall short.
Stakeholder relationships don’t follow a straight line. They change depending on context, shaped by policy shifts, public sentiment, media narratives or crisis response. A stakeholder may be supportive one week and critical the next. They often hold more than one role, and their influence doesn’t fit neatly into a funnel or metric.
Managing these relationships requires more than contact management. It requires context. The ability to see not just who you spoke to, but why, and what happened next. Communications teams need shared visibility across issues and departments. As reporting expectations grow, that information must be searchable, secure and aligned with wider organisational goals.
What’s often missing is infrastructure. Without the right systems, strategic relationship management becomes fragmented or reactive. Sometimes it becomes invisible altogether.
This is where Stakeholder Relationship Management (SRM) enters the conversation. Not as a new acronym, but as a different way of thinking about influence.
At Isentia, we’ve seen how a purpose-built SRM platform can help communications teams navigate complexity more confidently. Ours offers a secure, centralised space to log and track every interaction, whether it’s a media enquiry, a ministerial meeting, or a community update, and link it to your team’s broader communications activity.
The aim isn’t to automate relationships. It’s to make them easier to manage, measure and maintain. It’s about creating internal coordination before the external message goes out.
Because in today’s communications environment, stakeholder engagement is not just a support function. It is a strategic capability.
Across the communications landscape, teams are being asked to do more with less, while staying aligned, responsive and compliant in the face of complex and often shifting stakeholder demands. In that environment, how we track, report and manage our relationships really matters. In too many organisations, relationship management is still built around tools designed for […]
