Audible has announced a new ambassador partnership with podcast host and author Luke Bateman, aiming to bring audiobooks to the next generation of Australian listeners.
Bateman, a former NRL player and Queensland-based Pine Cutter, will support audiobook launches, events, and content creation that highlight the format to young Australians.
The collaboration specifically targets Gen Z, with a focus on young men – a demographic traditionally underrepresented in reading communities.
Recent Australian Bureau of Statistics data shows only 10 per cent of men aged 15–24 read for pleasure on a typical day, compared with 12 per cent of young women. Audible hopes this partnership will position audiobooks as a natural entry point into reading and reshape perceptions around book culture among young men.
“Stories have always been one of the best ways to learn about the world and yourself, but for a lot of young people, traditional reading can feel like something that isn’t really for them,” Bateman said. “Audiobooks change that. They make stories accessible anywhere, whether you’re driving, training, working or out on the land like I am. If audiobooks can help even a few more young people discover the kind of books that spark their imagination, that’s a really exciting thing to be part of.”
Bateman, host of the podcast In the Good Books with Luke Bateman, brings an authentic connection to both Audible and its audience. His focus on the fantasy genre, which has surged in popularity on BookTok, aligns closely with Gen Z interests. As part of the campaign, he will share content that highlights his reactions and reflections while listening to bestselling audiobooks like Project Hail Mary by Andy Weir.
Polly Blenkinship, Global Head of Brand Media at Audible, said, “Luke brings an authenticity and enthusiasm that genuinely reflects our mission. His influence and storytelling style make audiobooks feel exciting and accessible, particularly for Gen Z and young men. Audible is dedicated to supporting these audiences by expanding a catalogue that mirrors their interests and collaborating with creators who help make audiobooks feel truly meaningful and relevant.”
Implications for the Australian media landscape and brands
This partnership reflects broader shifts in media consumption in Australia, where younger audiences are increasingly engaging with social-first, creator-driven content rather than traditional media channels. By collaborating with Bateman, Audible is leveraging BookTok’s influence and authentic storytelling to reach audiences that are harder for brands to access through conventional media.
For marketers, the campaign underscores the importance of culturally relevant, niche-focused engagement. Young men—a demographic often considered “hard-to-reach” for book brands—can now be engaged through audio content integrated into everyday activities like commuting, exercising, or working outdoors. Brands observing this move may see value in aligning with creators who have deep audience trust, rather than relying solely on broad-scale advertising.
Bateman said, “I’ve been a long-time Audible listener, so coming onboard as an ambassador felt incredibly natural. Audiobooks bring a whole different dimension to storytelling, and I’m excited to share some of the titles I’m loving and hopefully introduce more people to the format.”
As audio formats, social-driven engagement, and creator authenticity continue to shape the Australian media landscape, partnerships like this one highlight a path for brands to connect with younger audiences in meaningful and culturally resonant ways—while also expanding categories, like audiobooks, that have historically been underpenetrated in certain demographics.
