Mon Feb 3

Podcasts have helped sway many young American men to the right. The same may well happen in Australia

Written by Raffaele F Ciriello, Senior Lecturer in Business Information Systems, University of Sydney

The 2024 US presidential election saw a historic shift to the right, driven by the largest swing of young male voters in two decades. Analysts ^[1] attribute this partly to podcasters like Joe Rogan, whose unfiltered, conversational content bypassed traditional media to mobilise this demographic.

Our own research shows that Donald Trump’s podcast strategy during the election campaign boosted his support by 1% to 2.6%, with more than half of this linked to Rogan’s platform. In contrast, Kamala Harris’s reliance on traditional, curated media lacked the authenticity that resonated with Trump’s base.

This trend has clear parallels in Australia, where media strategy has long mirrored the US. In 1949, Robert Menzies used radio to reassure the public, much like Franklin D. Roosevelt’s “fireside chats”. In the 1980s, television brought Bob Hawke into voters’ homes, showcasing charisma akin that of John F. Kennedy in his earlier televised debates. Kevin Rudd’s 2007 “Kevin 07” campaign effectively mirrored Barack Obama’s use of social media to engage younger voters. Similarly, Scott Morrison’s 2019 campaign emulated Trump-style microtargeting on Facebook to connect with specific demographics.

Today, podcasts have become the latest battleground for political influence. Their conversational, long-form format enables politicians to address complex issues in a direct, personal manner. This medium resonates particularly with younger voters, who are increasingly turning away from traditional media.

The 2025 federal election will likely see a turning point in the influence of podcasts on election campaigns, and even the outcome.

The Australian podcasting landscape

Podcast consumption in Australia continues to rise, with listenership increasing ^[2] by 8.7% in early 2024. This comes after reaching a record ^[3] 43% in 2023, up from 17% in 2017.

Dubbed ^[4] “the world’s most avid podcast listeners”, Australian men aged 18–34 dominate ^[5] the audience, drawn to popular news and politics podcasts such as ABC News Top Stories and The Party Room, as well as global hits like The Joe Rogan Experience.

Podcasts appeal through their intimacy and authenticity, fostering a “close-knit friend group” atmosphere. Younger voters increasingly use podcasts to explore issues ^[6] such as housing affordability and climate change.

Rogan’s podcast exemplifies this appeal, particularly among young Australian men ^[7]. With 80% of his audience male, and half aged 18–34, Rogan’s unapologetic masculinity and focus on topics such as combat sports, hunting and societal controversies position him as a counterbalance to identity politics. His “living room” style, seen during Trump’s three-hour appearance, makes polarising or extremist ideas more palatable. This reflects a broader cultural shift among young men toward what they see as “traditional values”.

While podcasts often feature diverse viewpoints, their unregulated nature can expose listeners to harmful ideologies, fostering echo chambers or radicalisation. Misinformation spreads more easily in these spaces, as evidenced by the US, where fragmented media contributed to the rise of Trumpism. Although Australia’s stricter campaign finance laws and media regulations reduce such risks, they cannot eliminate them entirely.

As the 2025 election nears, understanding how podcasts shape voter behaviour is critical for balanced political discourse and social cohesion.

Australia’s political landscape

Recent polls ^[8] show the Liberal-National Coalition leading Labor 53.1% to 46.9% in two-party preferred voting, with 39% of voters preferring ^[9] Peter Dutton as prime minister compared with Anthony Albanese’s 34%. While the Coalition uses Trump-style strategies, Albanese appears ^[10] to have a problem with male voters.

Dutton emulates Trump in using podcasts ^[11] to connect directly with young male voters and amplify culture war themes, anti-woke sentiment, and populist rhetoric.

His Elon Musk-inspired push ^[12] for a “government efficiency” department mirrors Trump’s populist promises of cutting “wasteful spending”.

The Coalition has tapped into a broader cultural shift among young men. Many of these men have gravitated toward influencers like Andrew Tate – alleged rapist and human trafficker ^[13] with ambitions to become UK prime minister ^[14] – whose divisive rhetoric reinforces regressive ideals.

Surveys ^[15] reveal 28% of Australian teenage boys admire Tate, while 36% find him relatable. Moreover, half of surveyed schools link his influence to negative behavioural changes.

These strategies seem to work, with polls ^[16] showing increased male voter support for the Coalition (52.7% to Labor’s 47.3%).

Australia’s compulsory voting and multi-party preferential system encourage broad-based appeals. But they also risk amplifying polarisation ^[17].

Australia’s concentrated media ownership, dominated by Rupert Murdoch’s News Corp, further shapes public discourse by amplifying conservative perspectives.

Although younger Australians – especially women – remain a strong progressive base ^[18] for Labor, the rise of right-wing podcasts and their impact on young male voters poses a significant challenge. The Coalition’s ability to connect with this demographic via podcasts, leveraging dissatisfaction and cultural shifts, could shape the election’s outcome.

Opportunity and risk

Podcasts present both opportunities and risks for Australian politics. They offer a powerful platform for politicians to engage younger voters on crucial issues, fostering deeper connections. However, their unregulated nature enables the spread of misinformation and the normalisation of polarising ideas.

To address this, voters should critically evaluate podcast content, fact-check claims using resources such as RMIT ABC Fact Check ^[19] and AAP FactCheck ^[20], and seek diverse perspectives. Politicians, meanwhile, must use podcasts strategically, balancing authenticity with accountability.

Progressive ideas could better resonate with young male audiences by reframing topics such as climate action, housing affordability and workplace equity as opportunities for leadership, empowerment and responsibility. Partnering with relatable influencers and using accessible, conversational podcast formats can help progressives connect with this demographic.