As Americans approach their seventh month of living with the pandemic, they're turning to positive emotional touchstones more than ever. A Spotify report reveals that the majority of podcast listeners feel emotionally connected to hosts and they favor shows offering trustworthiness in a turbulent time.

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 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.

The Originals is a podcast from Age UK and Cadbury hosted by centenarian hero Captain Tom Moore. Isolation among older Britons has worsened during the pandemic so the show aims to inspire people to seek out meaningful conversations with older friends, family, and strangers.