Zara Curtis, Eliza Sorman Nilsson.
Credit: Mamamia
Women’s media publisher Mamamia revealed its 2026 content strategy at its upfront event in Sydney, tapping into “what women are really talking about”.
"At Mamamia, we are hyper-fixated on our audience," said Mamamia chief content officer Zara Curtis.
"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— literally, figuratively and culturally — and publish to our sweet spot: where audience need meets the zeitgeist.
"This is fueling our growth on all the platforms we publish and deepening our engagement with the most influential audience today — Australian women."
New brands will focus on the demand for more content centred around relationships, life stages, Gen X, food and travel.
Two new relationship podcasts will launch: This is why we fight and Parenting out Loud.
Unleashed, a multi-media platform for Gen X women will launch early 2026.
Retreat, and Eats, two "multimedia ecosystems" will also launch.
Mamamia will continue to develop its entertainment and pop culture sector with The Spill doubling content output with The Spill: Morning Tea, The Spill: Watch-party and The Spill: Reality Recaps.
Returning will be Mamamia’s Hot Pod Summer, Gen Z lifestyle brand KNOW and multi-media women's health brand Well.
“Our content team has provided an undeniable advantage in the fight for attention through our new content slate and returning properties with so many opportunities for our advertising partners to get on board and unlock The New Rules for Brand Relevance” said chief revenue officer Georgie Nichols.
“It’s about new, high impact inventory — from podcasts to vodcasts, shoppable video, the creator economy and everything else in between — giving our brand partners the ability to deeply engage with and leverage the trust and audience love that Mamamia has become synonymous with”.
“Most importantly, it’s about enabling our advertising partners to connect with our audience —and convert — for their own brand growth, on any platform."
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