Retail, telehealth, and gambling services lead Australian podcasting advertisers

Australians love convenience, and there are plenty of businesses in the delivery space spending up big on podcasting advertising, according to the list of the leading brand advertisers.

ARN’s iHeart and Magellan AI have compiled the leading 15 brands advertising on Australian podcasts for the final three months of 2023 in the Top Advertisers report, which uses artificial intelligence to analyse thousands of episodes from 400+ of Australia’s most popular podcasts.

Amazon is the top advertisers in the market, followed by telehealth operator Teladoc Health, and McDonald’s. Betting companies such as Flutter Entertainment and Bluebet featured in the list, along with traditional retail groups like Woolworths and Wesfarmers.

The report also found that the majority of podcast genres continue to see an uplift in investment, with the biggest increases seen in comedy, which was up 129% year-on-year, along with sports (94%) and true crime (70%).

Corey Layton, ARN’s Head of Digital Audio, said: “The Australian podcast industry continues to thrive with a broad range of brands opting to connect with listeners in a low clutter, highly engaged environment.

“After incredible results across 2023, podcasts have yet again proven to be Australia’s fastest growing advertising medium, setting up 2024 to be even bigger again.”


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