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Mamamia’s Upfronts showcases its #1 trusted connection with women of all generations


With the demise of so many women’s media brands over the past few years, trustedconnection between a single media brand and a broad audience is increasingly rare.Mamamia’s Upfronts 2021 showcased exactly what it looks like: a unique, trustedconnection with 5 million+ women, inclusive of Generations Z, Y and X.

The independent media company also announced that they had accelerated past 100million Australian downloads across their women’s podcast network, which remains the #1 women’s podcast network globally.

‘What women are actually talking about’ is the Mamamia brand’s promise to all women,with its talented line-up of candid female voices, and it’s what takes Mamamia’s audienceconnection to another level. Whatever the medium, whatever the subject - with uniquepermission to cover all aspects of women’s lives - it translates to outstanding effectivenessfor brands.

“Well-trusted women’s voices, representing a well-trusted local media brand, offer brandsa premium efficacy,” said Mia Freedman, Co-founder, Mamamia Media Company.

The market research (W18+, n=1,472, August-September 2020) explored users’ perceptionsof different media brands: Mamamia ranks a clear number #1 on “Makes me feel like I’mamong friends,” “Makes me feel seen and understood,” and “Makes me feel supported inthis crisis,” with more than double the proportion of users agreeing, compared to secondplace.

Women have relied on Mamamia more than ever through 2020, and “it’s a privilege and aresponsibility we take seriously,” said Head Of Content, Holly Wainwright, as she alsorevealed a new social video series for parents and brands, ‘My Pregnancy Diary.’Mamamia Media Company’s announcements spanned Beauty, Parents, Podcasts andfast-growing in-house social media agency, Social Squad.

Executive Editor, Leigh Campbell, revealed a ‘You Beauty Collective’ of 15 new and diversecontributors to the platform, a ‘You Beau-torial’ social video series, extra wild cardepisodes of hit podcast, ‘You Beauty,’ and a ‘You Beauty School’ virtual live event comingin 2021.

Mia Freedman wrapped up the event announcing two new podcast into the world’s #1women’s podcast network:

‘What I Eat When’ is a food podcast about life, not recipes, with host and Italian foodieSilvia Colloca speaking with well-known Australians about the meals that have specialmemories and meaning for them. It launches in time for the food and festivity of summer.

And at the less polished end of things, comes ‘The Undone.’ Two unknowntwenty-somethings, Emily Vernem and Lucy Neville, who share an inner city flat and aworkplace in Mamamia, candidly dissect the big issues of life - from sex and datingdisasters, to politics, money, identity and health, it’s a podcast made for and by Gen Z. TheUndone launches on November 19th and it’s already been snapped up by launch partnerToyota Yaris.

Mamamia is Australia’s #1 women’s media brand across written, eDMs, video, social,influencers, member panels, LIVE events and podcasts. Ever-evolving, but with theunchanging purpose to make the world a better place for women and girls, Mamamia is abrand’s super channel for women.

Sources: Mamamia Recessionary Times Audience Survey (W18+, n=1,472, August-September 2020); Google Analytics, Omny, Facebook Business Insights, August 2020

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