The Australian podcast landscape is continuing to grow, and the February Top 200 Podcast Ranker reveals a fierce contest for dominance between LiSTNR and iHeart, each leveraging distinct strategies to capture audience attention and advertiser dollars.
The ranker also revealed key trends shaping the industry. Society and culture emerged as the top podcast genre, followed by true crime and news, reflecting strong audience interest in storytelling, investigative content, and current affairs.
Podcast listening continues to demonstrate significant scale, with shows averaging more than 100,000 monthly downloads accounting for 63% of all downloads. Listener engagement remains consistent throughout the week, with Thursdays being the peak day for podcast consumption, highlighting the medium’s growing role in daily routines.
LiSTNR’s transnational triumph and local growth
LiSTNR has solidified its position as the number one sales representation network, boasting a staggering 8,426,165 monthly listeners. A key driver of this success has been the phenomenal performance of international content. “The February Australian Top 200 Podcast Ranker has set a new benchmark for podcast listening in Australia,” declared Grant Tothill, executive head LiSTNR audience and growth. “With The Mel Robbins Podcast, represented by LiSTNR, breaking records with 1,767,699 monthly listeners.”
The surge in popularity of US-produced content, exemplified by “The Mel Robbins Podcast” (up 145.7%) and “Call Her Daddy” (up 174%), underscores the Australian audience’s appetite for global voices. However, LiSTNR isn’t solely reliant on international hits.
Homegrown hits fuel LiSTNR’s Momentum
Tothill emphasised LiSTNR’s commitment to local content, stating, “It’s not just American podcasts experiencing strong growth. LiSTNR’s locally created and produced podcasts… all recorded strong month-on-month growth.” This dedication is evident in the impressive figures for podcasts like “It’s A Lot with Abbie Chatfield” (up 126.9%), “The Rush Hour with JB and Billy” (up 79.1%), and “The Happy Hour with Lucy & Nikki” (up 38.3%).
LiSTNR’s success is a testament to its dual-pronged approach: leveraging popular international content while nurturing a robust stable of Australian-led podcasts. Tothill concluded, “As our sales team continues to drive the Podcast market with improved commercial opportunities through known audiences and evolving AdTech, LiSTNR is well-positioned to remain Australia’s leading commercial podcast ecosystem.”
iHeart’s unwavering reign and top ten triumphs
Meanwhile, ARN’s iHeart continues its streak, maintaining its position as Australia’s number one Podcast Publisher for an impressive 58 consecutive rankers. February saw iHeart attract over 7 million listeners (up 10%) and generate 22.5 million downloads across its extensive library of 47 ranked podcasts.
Corey Layton, ARN’s head of digital audio, highlighted iHeart’s commitment to “delivering premium, engaging, and diverse content.” He stated, “iHeart’s continued reign as Australia’s #1 podcast publisher is a reflection of our commitment… As the industry continues to grow, we remain focused on innovating and expanding our offering to keep Australians and advertisers connected to the content they love.”
Key performers and strategic wins
iHeart’s success is bolstered by strong performances from flagship shows. “The Kyle & Jackie O Show” made a significant leap, climbing 20 places to land at number six overall, solidifying its status as the top radio catch-up podcast. “Life Uncut,” hosted by Brittany Hockley and Laura Byrne, also climbed to number eight, maintaining its position as Australia’s leading relationship podcast. “The Daily Aus” held steady at number 19, demonstrating the growing demand for concise, youth-focused news.