Podcast advertising up 88% as Amazon tops list of Australia’s biggest spenders


Podcasts remain Australia’s fastest-growing mass media

Amazon has once again topped a list of 15 brands investing in advertising on Australian podcasts in Q3 as the overall market also surged 88% year-on-year.

According to ARN’s iHeart and Magellan AI, Q3 spending on Australian podcast advertising grew by 88% on the previous year, with the uplift in investment most notable in the biggest categories, such as kids and family (up 673%), science (up 493%), sports (up 133%) and history (up 122%) year-on-year.

The upswing in advertising is a testament to podcasts position as Australia’s fastest-growing mass media in the current media landscape, according to Corey Layton, ARN’s head of digital audio. Layton said the media’s ability to foster “unparalleled” engagement and intimacy between advertisers and audiences was the key to its success.

“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.”

The Q3 2023 list of top spenders on Australian podcast advertising features brands from a broad range of categories including online retailers, health and entertainment, with Amazon, BetterHelp and Takeaway.com Group the top 3 ad spenders.

The report, which uses artificial intelligence to analyse thousands of episodes from 400+ of Australia’s most popular podcasts, determines the top brands advertising in this medium.


The Q2 report found spend on Australian podcast advertising grew by 64% year on year, indicating a clear trend of brands increasing their investment in podcast advertising.

The report found that all podcast genres continue to see an uplift in investment, with a marked increase in the biggest categories society and culture (up 48%), news (up 49%) and comedy (up 127%). It also noted that growth in brands embracing the undeniable engagement of True Crime content had hit new heights of up to 116% year on year.

See also: Amazon tops iHeart and Magellan AI’s Australian top 15 podcast advertisers for Q2

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