Independent women's publisher Mamamia, now reaching 7.5 million Australian women, plus 2 million men, each month, is shifting from a "branded house" to a "house of brands".
Mamamia has seen a +5% year-over-year increase in Australian podcast listeners and social media impressions have grown by +1.8 billion.
“Our growth story has only just begun,” CEO Nat Harvey told Mammika’s upfront event in Sydney.
“When brands work with Mamamia, they don’t just get our formula for growth in the content we create — they get the Mamamia multiplier for effectiveness and brand salience with women, which is trust.
“Relevance cuts through and trust drives action. At Mamamia, we have that audience trust in spades.”
The publisher, at its upfront, is expanding key content verticals and announced a partnership with Fabulate, AI-powered influencer marketing platform.
And Mamamia also has new shoppable ad products via a deal with Vudoo, a commerce media technology company.
Zara Curtis, Mammia chief content officer, said being relevant and trusted is a critical driver of growth.
“Our publishing sweet spot is where audience need meets the zeitgeist. We move at the speed of women with the content we create, delivering deep engagement every day with the most influential of audiences — Australian women.”
Mamamia announced an evolution of its content strategy, shifting from a branded house to a house of brands.
The change is driven by the growing trend of news avoidance among Australian women, a finding backed by data from the Mamamia’s 2025 Annual State of Women survey.
The survey, which polled 1,500 Australian women aged 16–60, revealed key needs and shifting priorities that have directly shaped this year's content slate.
“At Mamamia, we are hyper-fixated on our audience. Looking at our rich data of audience behaviours and segmentation there is no denying our marquee brands are growing in relevance — and we are all about giving women more of what they want, we are in her head 2 — literally, figuratively and culturally — and publish to our sweet spot: where audience need meets the zeitgeist,” said Curtis.
“This is fueling our growth on all the platforms we publish and deepening our engagement with the most influential audience today — Australian women."
Mamamia is also investing heavily in video, with eight of its biggest podcasts becoming full-length vodcasts by the end of 2025.
The company is expanding key content verticals such as Relationships, Gen X, Travel and Food with new brands including This is Why We Fight, by clinical psychotherapist Sarah Bays, and Parenting Out Loud.
Also launching are Retreat and Eats by Mamamia, two video-first content ecosystems focused on mood and need rather than location or cuisine
Mamamia will be expanding its entertainment and pop culture universe of The Spill, hosted by Laura Brodnick and Em Vernem, which has seen a 16% increase in downloads over the past three months.
The Spill will be more than doubling weekly content output across multiple platforms, including: The Spill Morning Tea hosted by Ash London; The Spill: Reality Recaps and The Spill: Watch Party.
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