⏯️ Press play: Why podcasts matter for progressive politics
- European Center for Digital Action
- May 20
- 4 min read
Updated: Jun 5
Podcasts continue to grow in popularity, with millions tuning in each week. As trust in traditional media declines, audiences turn to independent, on-demand formats for news, culture, and public debate.
In the 2024 US presidential election, podcasts played a visible role in shaping how candidates connected with the public. Their reach, flexibility, and tone made them an attractive option for speaking directly to voters.
For politicians and activists, podcasts are becoming a way to engage with audiences who are often overlooked by conventional channels. Their role in European politics is still emerging, but the potential is clear.
The missed conversation: Kamala Harris and Joe Rogan
During the 2024 U.S. presidential campaign, Vice President Kamala Harris was in negotiations to appear on The Joe Rogan Experience – the most-listened-to podcast globally, with over 11 million listeners per episode.
Rogan’s audience includes younger men, independents, and politically disengaged male voters, a group often labeled as the ‘manosphere’, typically out of reach for Democratic campaigns. For Harris, the invitation represented a rare chance to speak directly to that demographic.
Rogan is often associated with alt-right media, which made the invitation politically risky. But his long-form interview style also presented Harris with an opportunity to connect with this ‘out of reach’ audience for an extended period of time, outside the constraints of traditional media appearances.
In the end, the interview did not materialize for a range of reasons which drew criticism from within her own party – not just missing the opportunity to reach a politically mixed audience, but for turning down one of the largest media platforms in the USA
Bernie Sanders said in an interview that Harris “should have gone” on the podcast, adding, “What’s the problem going on those shows? [...] A lot of other people are doing just that.” (Sanders had been a guest on the show in 2019 and was later endorsed by Rogan.)
Harris’ did however appear on many other podcasts such as on Call Her Daddy, a provocative podcast aimed at women under 35 and All The Smoke, a popular podcast covering NBA sports culture.
Donald Trump later appeared on Rogan’s show, drawing over 40 million views that earned him Rogan’s endorsement.
A powerful political tool
As political engagement moves online, podcasts have become an important space for progressives to reach people, build trust, and shape the conversation. There are two avenues: being a guest on an existing and established program which is best suited for candidates and politicians looking to reach an audience or creating your own podcast program which is better suited to parties or organizations aiming to build a long-term narrative.
Podcasts reach audiences that traditional media can't.
Podcasts engage younger, digitally savvy individuals, particularly those aged 18–34, who often tune out traditional news sources.
They build authenticity and trust.
The relaxed, conversational nature of podcasts helps political figures appear more relatable and genuine.
They provide depth and nuance.
Podcasts allow deeper discussions on complex topics allowing for education, debate and storytelling.
Party or movement-run podcasts offer direct control over your messaging.
Producing a podcast lets your organization speak directly to your audience, without relying on traditional media to carry your message.
 It’s not all politicsPodcasts are a powerful format – and not just the political ones. Like Harris’ appearance on Call Her Daddy, appearances on entertainment or lifestyle shows let politicians explain their views naturally, share personal stories, and reach people who don’t follow traditional political content. In 2015, Barack Obama went on Marc Maron’s WTF podcast, where he spoke candidly about identity, leadership, and life in office. More recently, UK Energy Secretary Ed Miliband appeared on Football, Feminism and Everything in Between to chat about sports and activism. |
Progressive podcasting in practice
These podcasts show how progressives are using the format to share ideas, reach new audiences, and inspire action, whether you’re tuning in or thinking of starting your own.
(Progressive) Independent Media
Novara Media (UK)
An independent, non-profit, left-wing media outlet.
Where to start: "Explained: Universal Basic Income" – Clear, accessible insights into the practicalities and implications of UBI.
Partizán (Hungary)
Bold, independent journalism challenging authoritarian politics.
Where to start: "If I say it, it's righteous; if the opponent says it, it’s disinformation" (HU) – Analysis of the nature of discourse and the social impact of narratives.
Deep-Dive Journalism
Lage der Nation (Germany)Expert, detailed weekly analysis of German and EU politics.
Where to start: "Interview with Olaf Scholz" (DE) – Chancellor Scholz discusses Germany’s political and economic direction.
EU Scream (EU-wide)Narrative-driven approach to understanding European politics.
Where to start: "Politics and Eurovision" – Analysis on how geopolitical tensions are reflected in the popular song contest.
Youth & Movement-Oriented
Tampón Zone (Serbia)Youth-driven feminist podcast highlighting activism and progressive change in the Balkans.
Where to start: "What is love and intimacy in today’s digital age?" (SR) – This Valentine’s Day episode discusses relationships and individualism in the 21st century.
The Europeans (EU-wide)
Young journalists discussing European politics and culture in accessible ways.
Where to start: "The Oatly Chronicles" – Mini-series about green capitalism, the housing crisis, and Swedish oat milk
Make yourself heard
Podcasts are becoming a central part of the political media landscape. For progressives, they offer a practical way to reach people directly, build trust, and speak with more depth than most platforms allow. It’s a valuable tool for anyone involved in creating audio-visual content for change – journalists, campaigners, media officers, social media managers.
To learn more, check out our previous webinar: Everything to do with podcasts for progressives, producer and host Seden Anlar shares her expertise how progressive podcasts can be used to build political communities and shape public discourse.
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