Cozzie Livs may have been Macquarie Dictionary’s word of 2023, but don’t bother asking Prime Minister Anthony Albanese what it means. Despite originating from a very real and serious issue, the term – slang for the Cost of Living crisis – seems lost on Albanese.
Typically, questions about culturally relevant (and timely) idioms aren’t directed at political leaders. But, as last year’s US election proved, traditional rules – whatever they once were – no longer apply.
With Australians gearing up for the next election, both Albanese and Peter Dutton are stepping up to the mic, hoping to strike a chord with the public.
Anthony Albanese with The Squiz’s Claire Kimball and Kate Watson.
You could be forgiven for thinking Albanese’s choice of a podcast for his first in-depth interview of 2025 was inspired by the likes of Donald Trump or Kamala Harris. However, according to The Squiz‘s Kate Watson, securing the chat was a slow burn.
“We’ve been working on this for a long time,” Watson told Mediaweek. “I think his decision to sit down with us now speaks to a shift in media.”
She’s not wrong. Australians are relying on fewer sources for news, according to research from the Australian Communications and Media Authority (ACMA). The 2023 How We Access News report revealed that Australians used an average of 3.1 news sources, including free-to-air TV and, increasingly, podcasts.
The ability to go deeper
The Squiz’s nearly hour-long interview with Albanese covered everything from the Middle East crisis to the phenomenon of doom scrolling. This ability to explore a broad range of topics, says Watson, is what sets podcasting apart.
“People are starting to turn off traditional news,” Watson said. “While there’s definitely news fatigue, there’s still a huge portion of smart Aussies who remain deeply engaged and want to understand the world around them.
“For us, we’re trying to bridge that gap and have deeper conversations about the news. Rather than just quick, 10-minute headlines, it’s about going further – without an agenda.”
Watson is one-half of the brains behind The Squiz, alongside founder Claire Kimball. Before entering the podcast world, both women enjoyed political careers, having met in 2007 while working for former Prime Minister Tony Abbott.
During the interview, Albanese shared his thoughts on the state of media, blaming the shift from news to opinion for driving audiences away from traditional outlets. “He said there’s less news and more opinion, which he finds problematic,” Watson explained.
Meanwhile, the opposition leader opted for a different podcast debut, sitting down with businessman Mark Bouris on Straight Talk. The wide-ranging interview saw Bouris cover everything from Dutton’s childhood to those infamous Mr. Potato Head memes.
Note: Mediaweek reached out to Bouris for this interview but had not received a reply by publication deadline.
Mark Bouris and Peter Dutton sit down for a chat on Bouris’ podcast ‘Straight Talk’.
The decision by Albanese and Dutton to focus their attention – and campaigns – on podcasting mirrors a strategy employed by both Trump and Harris in the lead-up to the 2024 U.S. election.
Trump’s appearance on The Joe Rogan Experience is widely credited as a pivotal moment in his election victory. With millions of loyal listeners, Rogan’s podcast provided a platform where Trump’s messaging resonated, particularly with audiences often critical of traditional media.
While Rogan didn’t explicitly endorse Trump, his show became a powerful megaphone, energising Trump’s base and swaying undecided voters – especially men.
Joe Rogan and Donald Trump.
Harris’ appearance, meanwhile, on the Call Her Daddy podcast saw the former vice president aim to connect with female voters. At the time, Call Her Daddy and The Joe Rogan Experience were ranked #1 and #2 on Spotify, respectively.
For Watson, the podcast performances of both Trump and Harris, along with Albanese’s decision to appear on The Squiz, highlight a shift in political communication. “It’s a recognition that podcasting is the format politicians are turning to in order to communicate their message,” she said.
Kamala Harris on Alex Cooper’s ‘Call Her Daddy’ podcast.
Neither Rogan nor Cooper are journalists. Coincidentally, neither are Watson, Kimball, or Bouris. But according to Watson, that’s precisely what makes them relatable to listeners.
“We’re people who read widely, consume news broadly, and have a lot of respect for quality journalism. Our goal is to help our audience access that,” she explained.
“We want to encourage deeper conversations about the news, and that’s what people want; they’re choosing to spend their time with us.”
Pictured: Anthony Albanese, Donald Trump and Peter Dutton