Already gaining steam pre-pandemic, podcast listening has greatly accelerated, giving rise to ‘heavy’ podcast listeners who tune in multiple times a week. Aside from being passionate about audio, this group is also receptive to in-podcast ads, creating opportunities for brands to get their message heard.

Amid calls for inclusion, media outlets are taking steps towards better representation of people with disabilities, but representation isn’t everything - accessibility is crucial, too. To make podcasts available to people who are hard of hearing, Spotify is introducing automatic transcriptions.

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?

With more time on their hands during the pandemic, Americans sought out slower forms of storytelling to sate their entertainment needs. Yet while extra screen time is part of the reason why such narratives are taking off on TV and in film, what other factors are drawing audiences in?