Australia is still ‘a bit slow’ when it comes to podcast advertising

Australia has one of the biggest audiences in the world when it comes to podcasts, but is still behind the ball when it comes to one particular area.

To celebrate its 10th anniversary globally and seventh in Australia, Acast managing director AU/NZ, Henrik Isaksson and content director, Guy Scott-Wilson sat down with Mumbrella to discuss the podcast company’s growth over the last decade and what’s still to come.

When it comes to podcast advertising in Australia in particular, Isaksson said “we’ve only seen the tip of the iceberg”.

“I know that sounds like a cliche, but we really are comparing to the UK, Sweden, Canada, where podcasting is  a large part of the media mix. And that’s not the case in Australia, despite us having the biggest audience footprint in the world. More Aussies are listening to a podcast than anywhere else in the world,” he said.