Shopify tops podcast ad spend as Q1 2025 records steady surge

Australian podcast advertising is charging ahead, and Shopify is at the forefront.

New data from the Australian Radio Network's iHeart and Magellan AI reveals the top 15 brands investing in podcast ads across the country during Q1 2025, with Shopify emerging as the biggest spender, cementing its position as a dominant force in this growing medium.

Podcast ad dollars hit new heights

The latest report paints a vibrant picture of podcast advertising’s momentum in Australia.

Not only did overall spend increase steadily throughout the quarter, but March marked a record high for investment in 2025 so far. Growth wasn’t confined to just one genre either: comedy, society & culture, business, TV & film, history, and true crime categories all showed notable jumps compared to the same period last year.

This diversification signals that advertisers are broadening their horizons, tapping into niche audiences while maintaining reach across mainstream genres.

Shopify’s multi-show strategy

Shopify’s advertising approach leverages the breadth and depth of Australia’s podcast ecosystem, investing across a diverse portfolio of popular local programs.

Its campaigns span high-profile shows such as Dyl & Friends, How I Work, Outspoken, and the 7am podcast, alongside on-demand radio offerings from media giants Nine, Nova, and ARN itself.

This multi-platform presence ensures Shopify maintains a consistent, authentic connection with Australian listeners, a key factor in podcast advertising’s appeal to brands looking for genuine audience engagement.

Diverse sectors back podcast advertising

The Q1 leaderboard includes brands from various sectors, reflecting podcasting’s appeal across industries.

After Shopify, Teladoc Health, Entain Group, and Westpac round out the top four, highlighting finance, healthcare, and entertainment companies’ recognition of podcasts as a powerful channel.

This variety underscores the medium’s capacity to reach consumers with tailored messaging in a trusted environment, making it an increasingly attractive option for advertisers seeking both scale and specificity.

Corey Layton

Harnessing AI for smarter insights

Corey Layton, ARN’s Head of Digital Audio, emphasises the importance of data-driven strategy in podcast advertising’s rise. “Through our continued partnership with Magellan AI, we are pleased to see that advertising on podcasts continues to be a priority for brands, especially those that value authentic alignment and long-term strategic partnerships,” Layton said.

The Top Advertisers report taps into artificial intelligence to scan thousands of episodes from over 600 of Australia’s most listened-to podcasts, delivering nuanced analysis of which brands dominate the space.

The AI-powered insight enables marketers to make smarter decisions, optimising spend for maximum impact among highly engaged listeners.

The move signals a clear sign that podcast advertising is no longer a niche play but a central pillar of Australia’s audio advertising ecosystem.

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