Isentia secures ISO certifications to turn out to be chief in enterprise-ready media insights

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In Singapore, the rise of podcasting has shifted from leisure and life-style into a brand new enviornment – public discourse and politics. Because the 2025 Common Election attracts close to, podcasters are making waves throughout on-line information and social media. To kick issues off, we used Narrative AI, the primary search engine for public opinion, to establish how giant the worldwide narrative on podcasts and their affect on audiences is within the final 6 months, utilizing knowledge from X.

We subsequently narrowed the main target of this world pattern to Singapore and analysed on Pulsar TRAC greater than 7k mentions throughout platforms like YouTube, Fb, Reddit, TikTok, podcasts, On-line Information, blogs and boards to know the place the discourse is coming from, which channels are capturing the podcasters’ content material and the way audiences are responding to this content material. 

Mentions of podcasts in information and social media are rising

Social media is the place the bigger chunk of podcast dialog is happening, particularly these episodes that characteristic a political determine, journalist or people who embody healthcare-related discussions. The audiences that have interaction with these movies, majority being on YouTube, seek for political credibility that resonates with them. Younger Singaporeans watching these podcasts count on to see leaders who don’t simply uphold the picture of being a politician, but in addition somebody who’s grounded and reliable.

Youth and politicians’ lives dominate podcast narratives

The audiences that devour these podcasts essentially the most are younger Singaporeans trying to take part within the dialog as a lot as they’ll. These audiences are being extra proactive than ever.

With youthful voters consuming media in a different way, these appearances are efforts by political candidates to attach with the general public. Lawrence Wong, Josephine Teo, Indranee Rajah, and Desmond Tan, have used podcasts to speak instantly with the general public – sidestepping conventional media filters.

High podcasters on election-related content material

Once we concentrate on who essentially the most talked about podcasters round election content material are, the Straits Instances’ podcasts, the Day by day Ketchup and Yah Lah BUT emerge on high. These podcasts have figured that essentially the most discourse occurs round content material that’s both instructional or controversial round elections. The general public is actively responding to political content material shared by way of podcasts, notably these by The Straits Instances and impartial exhibits like Yah Lah BUT. 

How are podcasts doing on Tiktok?

Satire and irony are key methods to make politics palatable, particularly for youthful, digital-native audiences. The Day by day Ketchup and Yah Lah BUT are mixing severe subjects just like the GE2025, occasion agendas, healthcare, and opposition voices with humour that make them virtually meme-worthy. Posts corresponding to “PAP actually mentioned: ‘Belief me, bro’” TikTok clips present that these are genuinely made for content material to go viral whereas retaining severe undertones too. 

What’s attention-grabbing to notice is that The Frequent People, with content material in Malay and Indonesian, is tapping right into a cross-border Southeast Asian viewers and has a few of the highest engagement on its content material. Native slang, cultural jokes, and informal festive content material like Raya greetings and songkok jokes have generated hundreds of views, at instances outperforming English-language political pods. This means a big, under-acknowledged urge for food for vernacular podcast content material that has a mix of humour and relatability. 

Podcasts are not simply background noise – they’re turning into some of the related methods Singaporeans have interaction with politics. With excessive engagement on platforms like TikTok and YouTube, a large unfold of subjects from youth points to occasion politics, and rising presence in each mainstream and social media, podcasters are carving out a key position in shaping the GE 2025 dialog. 

Excited about studying extra? E-mail us at data@isentia.com

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Because the federal election marketing campaign reaches its midpoint, patterns in media protection and public consideration are starting to shift. Early social engagement was pushed by cost-of-living pressures, vitality coverage, and political point-scoring, however has waned following the primary leaders debate, regardless of this discussion board offering leaders the chance to set the agenda and techniques of the main events. So how has protection focus developed because the first debate and are audiences nonetheless participating with the marketing campaign or switching off?

Social media engagement forward of the federal election has been sharp and private. It targeted much less on coverage and extra on identification and illustration. From debates on subjects corresponding to  immigration to housing stress and tradition, social media has pushed a values-first narrative. However whereas early consideration  was robust, each media protection and social engagement have began to wane within the weeks because the marketing campaign launched. The primary leaders debate briefly reignited consideration—belief, identification, and media—however protection patterns recommend a shift away from every day blow-by-blow reporting in the direction of broader social and cultural tensions.

Because the federal election marketing campaign nears its midway mark, final week’s media highlights present a contest nonetheless struggling to chop by. Key moments included the primary chief’s debate, the Treasurers Debate, the vitality showdown on the Nationwide Press Membership, and Senator Jacinta Worth’s Perth look with Peter Dutton, which drew consideration for its MAGA-style rhetoric.  The primary leaders debate was billed as an opportunity to reset the race—however for a lot of viewers, it bolstered present divides. Media consideration across the debate momentarily lifted visibility for all main events—however the spike was short-lived. The one occasion that has seen continued will increase in social media engagement is the Liberal Social gathering. The Liberal Social gathering’s sustained rise in social media engagement could also be linked to its digital-first technique, together with an AI-generated marketing campaign advert spruiking a gas excise lower and a meme-style diss monitor concentrating on Anthony Albanese—ways designed to seize on-line consideration and drive shareability.

The Liberals additionally pitched a $1200 tax lower, Labor attacked their WFH backflip, and the Greens pushed housing and tax reform. In the meantime, Dutton warned of a Labor-Greens-Teal alliance. Protection suggests public engagement is pushed extra by polarising moments and political theatre than detailed coverage.

When the election marketing campaign formally kicked off, cost-of-living pressures dominated the information agenda. Contemporary off the again of the federal finances, it’s no shock that reasonably priced healthcare, decrease fuel and vitality costs, and tax cuts had been the important thing messages occasion leaders needed to land with voters. However protection shortly pivoted. Previously week, overseas diplomacy—notably how every chief would handle Donald Trump—has surged in prominence. Whereas Trump’s position in tariff threats has made headlines, his affect on the broader election narrative goes past commerce. Media reporting has more and more centred on Albanese and Dutton’s capability to navigate a possible Trump presidency, with ideological alignment, nationwide safety, and financial fallout all in play. The primary leaders’ debate was anticipated to refocus the marketing campaign on home points. Nevertheless, it briefly touched on worldwide considerations, with Prime Minister Anthony Albanese addressing the potential financial affect of Trump’s proposed tariffs. Albanese described these tariffs as an “act of financial self-harm” that will dampen world progress, highlighting the intertwining of overseas coverage with home financial considerations. This means that sustained consideration is extra possible when home points are reframed by the lens of overseas diplomacy, and nationwide identification.

Within the social media panorama, Trump was a flashpoint in election-related dialog. His affect—actual or perceived—was shortly linked to the Liberal Social gathering, with MAGA-style rhetoric and Trumpian coverage cues gaining traction on-line. These narratives are inclined to escalate on platforms the place ideological alignment and cultural grievance amplify engagement. Nevertheless it wasn’t all imported tradition wars—the federal finances, and the Liberal Social gathering’s gas excise rebuttal, additionally drove vital social chatter. In latest weeks, comparisons between main occasion messaging and Trump-era coverage—from worldwide pupil caps and nuclear vitality to debates about faculty curricula—have continued to dominate dialogue.

The primary leaders’ debate briefly touched on overseas coverage, with Albanese warning Trump’s tariffs might damage world progress, whereas Dutton framed it as a take a look at of robust management. Domestically, Dutton’s renewed push for nuclear energy reignited social media debate—drawing comparisons to Trump-era insurance policies and fuelling dialogue about Australia’s vitality future. On the similar time on social media, guarantees like HECS cuts, free TAFE, and extra funding for public colleges sparked real engagement, particularly amongst youthful voters and training staff, exhibiting that sensible, future-focused insurance policies can nonetheless lower by. In comparison with the beginning of the marketing campaign, the place cost-of-living dominated as a top-line concern, the dialog has expanded: audiences at the moment are weighing each hip-pocket points and the nationwide values shaping Australia’s future.

Whereas the controversy itself tended to be overshadowed by frustrations about entry and media management, a number of political undercurrents nonetheless surfaced. Anthony Albanese drew some constructive mentions, however reactions had been removed from policy-focused. The Liberal Social gathering’s early declare of victory turned a degree of humour, with a number of customers likening it to Trump-style misinformation ways. Disillusionment with the main events ran deep, with repeated calls to “break the donor-fuelled duopoly” and shift help towards independents or smaller events. Nonetheless, these reactions appear extra like a symptom of broader voter cynicism than an indication of energised political engagement, reflecting broader themes across the declining belief.

The leaders’ debate didn’t reset the race—it refracted it, spotlighting how media protection is now formed much less by coverage element and extra by polarising symbols and cultural cues. As election day nears, the competition for consideration is revealing simply as a lot about media technique and voter fatigue as it’s about occasion platforms.

Uncover extra of our political information providers

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The Australian podcasting information trade continues to develop. Whereas Australian audiences do devour content material from worldwide manufacturers just like the BBC, in addition they exhibit robust affinity for impartial Australian productions over mainstream sources. In a interval of uncertainty amidst Apple’s latest replace to computerized obtain insurance policies Australia’s podcast viewers has quickly expanded, with advert income rising from $5 million in 2017 to over $100 million in 2024. So how do podcasts match into the Australian information cycle? As audiences direct consideration to impartial and worldwide productions, viewers concentrating on, partnerships and media monitoring traits point out a shift and a have to adapt engagement metrics and messaging technique.

To spotlight the affect of podcasts on viewers engagement, we tracked protection of key information themes in Australian podcasting from January 2020 to November 2024.

Podcasts surged into the mainstream throughout the pandemic, they usually’re now evolving by integrating with platforms like video and audiobooks to fulfill new viewers expectations. 

Whereas basic podcast information dialogue stays regular, dialogue on information podcasts signifies listener engagement peaks round high-impact tales, suggesting that the subject and data itself is what actually resonates with audiences. Shops like The Australian Monetary Overview and ABC have expanded into the format, but even main applications like ABC’s Background Briefing face fluctuating engagement in comparison with dialogue about information content material being consumed by podcasts. The information suggests there’s a spot being left by important retailers within the podcasting area. Whereas conventional media adapts, impartial producers are gaining traction with tales that deeply resonate on identification and neighborhood points, such because the 2021 Christian Porter case and The Briefing’s 2024 episode on pianist Jayson Gillham’s lawsuit in opposition to the Melbourne Symphony Orchestra. Understanding viewers preferences and monitoring content material traits helps communicators craft methods that leverage podcasting’s distinctive enchantment.

https://twitter.com/Emilie_Dye/standing/1833416097871089706

Podcasts provide creators the liberty to pursue tales with fewer constraints of advertisers, buyers, or different stakeholders, resulting in content material deeply formed by private ardour and a powerful connection to the topic. This independence empowers impactful storytelling, as illustrated by The Trainer’s Pet, the place Hedley Thomas’s rigorous reporting on the case of Lynette Dawson uncovered new, crucial particulars and underscored the journalistic integrity driving viewers engagement in a shared pursuit of fact. Equally, New Politics, co-created by Eddy Jokovich, leverages its Patreon-funded mannequin to discover views exterior mainstream narratives, showcasing the ability of impartial journalism by podcasting.

https://twitter.com/lisapodcasts/standing/1564484950984130565

https://twitter.com/EddyJokovich/standing/1632314733524303872

Sports activities and leisure are inclined to generate excessive visibility and engagement, suggesting they profit from a quicker publishing cadence and broad enchantment. Nevertheless points like world conflicts draw vital consideration, particularly amongst communities instantly impacted. The Briefing podcast, for instance, addressed the October 2024 battle in Gaza in a latest episode the place Lebanese-Australian journalist Liz Deep-Jones provided a private perspective. One of these protection exhibits how podcasts can present each journalistic depth and emotional resonance, connecting listeners to complicated tales in a extra relatable approach.

Even when a serious broadcaster or outlet owns a podcast manufacturing, the distinctive type and tone set by the hosts and manufacturing staff usually place podcasts exterior the standard PR and communications scope. Not like the rigorously curated speaking factors present in a typical puff piece or advertorial, podcasts permit for candid, in-depth discussions that discover complicated subjects with a level of freedom seldom present in conventional information media channels. This authenticity is pushed by the podcast format itself, which favours nuanced dialogue providing audiences a extra clear and fewer scripted narrative type.

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Most of the main information podcasts, like The Quicky by Mamamia, observe a every day launch that faucets into the rhythm of the 24-hour information cycle, offering well timed responses to breaking information. This format appeals to listeners by delivering information in a fast, digestible type, superb for staying knowledgeable on the go and catering to audiences prioritising each comfort and relevance. It’s no shock, then, that high information spotlight podcasts usually incorporate advertisements at a number of factors—earlier than, throughout, and after episodes—capitalising on the excessive listener engagement these accessible, on-the-go updates create.

Sports activities and leisure podcasts have a tendency to draw increased engagement with frequent, simply digestible episodes, usually in the popular 20-30 minute vary, which maintain a gentle listener base. Personalities like Hamish and Andy, and John Graham exemplify how viewers visibility will be pushed extra by participating personalities than by conventional information evaluation. In distinction, retailers like The Australian Monetary Overview keep a extra analytical focus with podcasts corresponding to The Fin and Chanticleer, identified for his or her conservative, business-centric tone. In the meantime, digital-first manufacturers like Mamamia take a extra hybrid, accessible strategy throughout diversified subjects, leveraging podcasting to achieve broader audiences and foster engagement with impactful information tales. This vary of codecs illustrates how completely different manufacturers tailor their podcast methods to fulfill viewers preferences, from fast updates in leisure to in-depth discussions on present occasions.

Whereas legacy media retailers leverage their reputations to reinforce their podcast presence, credibility alone doesn’t guarantee engagement. As a substitute, PR and communications groups can increase viewers connection by aligning content material with listeners’ pursuits and authenticity, serving to refine podcasting methods to seize consideration and drive significant engagement.

Excited about studying extra? E-mail us at data@isentia.com

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