Wagering company Entain Group led investment in the Australian podcast industry during 2025, according to ARN’s iHeart and Magellan AI’s Q4 report.
Throughout the year, several Entain Group brands invested heavily into podcasts including Hello Sport, Alpha Blokes, No Dribble and Ladbrokes in titles such as Tradies, The Bye Round with James Graham and The Herd with Colin Cowherd.
The report also saw an increase in podcast ad spend across various sectors, with retail increasing its investment by 53% quarter on quarter in Q4 and 20% year on year, driven by seasonal sales events, such as Black Friday and Boxing Day sales.
Other sectors to grow in Q4 2025 included Education, Pharmaceutical, Restaurants, and Nutritional Supplements.
ARN’s iHeart and Magellan AI quarterly report offers trend-based insights designed to assist brands in effectively incorporating podcasts into their overall marketing strategies. It includes data around the top length of ad creatives, where they are most often placed and the ad load across the most popular podcasts in Australia.
The full Top 10 advertisers for 2025 were:
- Entain Group
- Westpac
- BetterHelp
- Shopify
- Airbnb
- Wise
- Amazon
- CommBank
- The Walt Disney Company
- Squarespace
Corey Layton, ARN’s Head of Digital Audio, said “In 2025, podcasting continued to cement itself as a critical channel for brands looking to maximise the connection that creators have with their communities. This year’s data shows advertisers across every category recognising its impact and investing accordingly. From major national players to fast‑growing sectors, marketers are leaning into podcasts because they deliver attention, trust and results when it matters most.”
For the full report, download the Magellan AI Australia Podcast Advertising Benchmark Report Q4 2025 here.