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.

In 2020, people have been turning to podcasts as a means of faux-companionship, to learn and stay informed about the current affairs that have been changing rapidly amid the virus and the US election. For Spotify, this has manifested in a strong Q3 return led by podcasts and ad studio channels.

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.

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?