With its acquisition of Gimlet Media and Anchor, Spotify is setting its sights on becoming the go-to destination for podcasts. It’s a sign of the medium’s growing influence as brands seek ways to tap engaged and young audiences who want immersive narratives that can hold their attention.

Drain cleaner brand Drano has released a series of podcasts called ‘Tales from the Drain’ – turning clogged drains into horror stories. Podcasts are increasing in popularity and as consumers crave new forms of entertainment content, advertisers are waking up to their power.

With 3.5 million regular listeners, the podcast phenomenon has arrived Down Under. Aussies are enjoying this intimate mode of storytelling at home and in cars on their daily commute. So what’s the lure for busy Australians? And how can brands best tap into their invigorated interest?

Luminary is aiming to turn its subscription-based platform into the Netflix of the podcast world. With a whopping $100 million in venture funding, it’s hedging its bets on exclusive, ad-free content and the promise of greater creative freedom for podcasters.