iHeart and Magellan AI have shared the 15 companies advertising most on Australian podcasts for Q4 2023. Amazon is again No. 1.

The report uses artificial intelligence to analyse thousands of episodes from hundreds of Australia’s most popular podcasts.

Brands featured from a broad range of categories with Amazon, Teladoc Health and McDonalds the top 3 ad spenders. The top 15 are below.

It is interesting to note that there are three gambling companies (Flutter Entertainment #5, BlueBet #6 and GVC Australia #7) and one (Gambling Help Online #13) for assistance from the same thing. With Beaurepaires looking set to close, their competitor Tyrepower has invested in podcasts.

So too Teladoc Health, who provide virtual care and telehealth. iHeart and Magellan AI’s Q3 2023 list had a similar US company BetterHelp No 2 in Australia and the No 1 advertiser in America.

Also interesting is that Manscaped, grooming for men, has replaced LÓreal, grooming for women. Amazon, Toyota and GVC Australia the only three to feature in the Q3 and Q4 top 15. Telcos and banks have all dropped off.

The report also showed that for the majority of podcast genres there was increased investment year-on-year including Comedy (129%), 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.”