New podcast high for Mamamia in March as WFH grows daytime snacking

• Chart I. Proportion of Mamamia Network listens by time of day, (‘COVID-19 times’ data 23 March - 1 Apr)
• Chart II. Percentage change in Mamamia Network listens by time of day, November 2019 vs. 23 March - 1 Apr

Woolloomooloo NSW, Australia—Mamamia, the super channel for women - and anyone marketing to women - has had record listens of its podcasts in March as the country has sought information and distraction in equal measure, while working from home or on the frontlines (Source: Omny Studio, March 2020).

As the above charts illustrate, in terms of proportion of total listens by daypart, the morning (around 8am) and end of day (around 5pm) peaks are still present despite less commuting; the major behaviour changes have been an uplift through the middle of the day, and a decline in very early (around 4am) and late (around 9pm).

Mamamia’s flagship podcasts have seen significant growth, including ‘The Quicky’ up 19% and ‘Mamamia Out Loud’ up 16%, March vs. February (Source: Omny Studio, March 2020).

“Women’s lives and needs are changing dramatically right now,’ said Mamamia’s Head of Content, Holly Wainwright. “We began adapting our content and schedules in anticipation of those changes several weeks ago so that we’d be there for her when and how she needed us, and that has played out in the way we predicted with increased listening and new habits.”

“Podcasts and listeners’ relationships with hosts, and with other listeners via social for that matter, is a connective tissue that’s even more relevant in today’s circumstances - whether you’re after news or some light relief from friends in your ears.”

Mamamia’s drive to get parents out of their houses and sitting in their parked cars to listen to podcasts has also been a welcome suggestion in many households.

Mamamia is Australia’s largest owned and operated new audio network, over the past year its listeners have trebled. Its raft of award-winners include: The Quicky, Best Podcast at Mumbrella Publish; No Filter, a Spotify Pick Of The Decade; and The Split (a collaboration with Westpac), Best Use Of Podcast at the International Native Ad Awards in Berlin.