Australia's podcasting scene increasingly dominated by big media

Podcasting began as a platform for diverse voices and unique stories. However, it is now increasingly influenced by large media companies. This shift may limit the number of independent creators who can gain visibility in the industry. In Australia, over half of the top 50 podcasts on Spotify are from international sources, mainly the United States. Among the 24 Australian podcasts, 80% are backed by major media organizations. Only a small percentage, around 12%, come from independent creators without corporate support. The rise of major networks affects the kind of content produced. Advertisers prefer popular shows, which results in a focus on widely appealing topics. This can lead to less diversity in content and an increasing divide in opinions, particularly as political figures use podcasts to promote their views. Recent political podcast appearances in Australia reflect this trend. Key leaders are using the platform to connect with voters ahead of elections. While many people listen to podcasts to learn or stay updated, the lack of strict fact-checking can leave listeners misinformed. Despite concerns about content diversity, platforms like Spotify can help by adjusting their algorithms. They could prioritize varied content rather than just what keeps users engaged. Active listener engagement with independent podcasts can also help promote a broader range of voices and stories.