Australia’s biggest podcast advertisers revealed

Podcasts advertising Australia
Some of the top podcasts by ARN’s iHeart Network in Australia.

New data released by Australian Radio Network (ARN) and Magellan AI, has revealed the top 15 biggest podcast advertisers in Australia during the third quarter of 2023.

Amazon was the biggest spending podcast advertiser during the period. The global e-commerce giant is aggressively trying to win market share in Australia’s online shopping market after opening its first robotic fulfilment centre in the country in 2022.

BetteHelp (an online therapy service), Group (owner of Menulog), Macquarie Bank (Australia’s fourth-largest bank), and Airbnb also splashed the cash on podcast advertising – making up the top five.

Here are top-15 podcast advertisers in Australia (July – September 2023), according to the data.

  1. Amazon
  2. BetterHelp
  3. Group
  4. Macquarie Bank
  5. Airbnb
  6. Kimberly-Clark
  7. L’Oreal
  8. Uber
  9. nib Group
  10. Optus
  11. Telstra
  12. Toyota
  13. DoorDash
  14. AAMI
  15. GVC Australia

The list, compiled by Magellan AI is based on artificial intelligence analysis conducted on 400 of the most popular podcasts in Australia.

Growth of podcast advertising in Australia

ARN and Magellan AI also revealed estimates which show podcast advertising spend in Australia has grown 88% during Q3 2023, compared to the same quarter in 2022.

The uplift has been most notable in key categories, such as kids and family (up 673% year-on-year), science (up 493%), sports (up 133%) and history (up 122%), according to ARN.

“With an 88% surge in Australian podcast advertising spend year-on-year, it highlights the continued proven impact of the medium and a host’s ability to connect and drive action,” said Corey Layton, ARN’s head of digital audio.

ARN is one of Australia’s leading broadcast and on-demand audio companies. It operates Australia’s iHeart podcast network, along with 58 radio stations in the country.

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