Mamamia bets on fewer, bigger shows as it builds out 2027 content strategy

Mamamia is doubling down on its biggest content brands in 2027, shifting its focus towards fewer, larger franchises as it looks to grow audiences, expand into new formats and deepen its relationships with advertisers.

Unveiling its plans at its UpClose upfront events across Sydney, Melbourne and Brisbane, the independent media company outlined a strategy built around what it calls “fewer, bigger, deeper”, concentrating investment in established shows including Out Loud, No Filter and The Spill.

The approach builds on Mamamia's House of Brands strategy introduced in 2025, with its leading podcasts increasingly becoming standalone media properties spanning video, social media, live events, newsletters, merchandise and branded content.

“Content has been commodified. There's infinite content right now, and most of it is noise. The scarce thing is trust, and in our business trust lives in our shows,” Mamamia CEO Luca Lavigne said.

SEE MORE: Mamamia is coming to Samsung TV in 2027

“So, that's what we're building the whole business around. Fewer shows, bigger audiences, and deeper relationships, with our audience and with the brands that partner with us.”

The company said Out Loud reached 1.2 million monthly listeners in March 2026, setting a record for an Australian podcast on the Triton Australian Podcast Ranker. Its monthly audience grew 46% year-on-year in August.

No Filter recorded 16.5% growth in downloads over the same period, while The Spill more than doubled its downloads and grew unique listeners by 45%.

Across the network, Mamamia has surpassed 500 million lifetime podcast downloads and generates more than 100 million organic social media views each month.

“These numbers are seriously impressive, but they don’t tell the full story. They only hint at the deep engagement we see across our leading brands, and that engagement drives action,” Mamamia content director, Ruth Devine, said.

“Women who listen to Mamamia podcasts place genuine trust in our hosts. We know they purchase recommendations, share ideas and perspectives in their group chats and invite their friends and families to be a part of the show community as well. 82% of listeners trust recommendations made by Mamamia podcast hosts.7 Being trusted like that is not something we take lightly.”

Video is becoming an increasingly important part of that strategy, accounting for 36% of the network's podcast downloads.

The expansion also comes as Mamamia prepares to launch a 24/7 television channel on Samsung TV Plus in early 2027, extending its content into the connected TV market.

The Samsung partnership, announced earlier this month, will see Mamamia build a dedicated streaming channel as Samsung expands its Australian television offering.

Mamamia is also extending its reach across generations of women, with Unleashed targeting Gen X audiences, Out Loud and other established shows reaching millennials, and In The Comments aimed at Gen Z.

Launched in July, In The Comments generated more than 10 million organic views across TikTok and Instagram in its first three months, according to the company. The commercial strategy is designed to bring advertisers further into those content franchises rather than relying solely on traditional advertising placements.

Mamamia said 71% of its podcast listeners had purchased a product after hearing about it on one of its shows, according to its own audience research.

The company is expanding its Platinum Partnerships offering, giving advertisers opportunities for deeper integrations and category exclusivity across its major content brands.

“As we build richer ecosystems around our biggest shows, we create room for deeper brand partnerships,” Mamamia national sales director Lanai Wiadrowski said.

“Every brand extension you'll see at UpClose is a new way for a brand to sit inside a show the audience already trusts, rather than around it.”

The company also highlighted advertiser results from partnerships with Škoda, Uber Eats and Youi, including improvements in brand consideration and campaign return on investment.

Mamamia's 2027 plans will be informed by the fourth year of its State of Women research, which has expanded from 1,500 respondents to more than 6,000.

The company says it now reaches 7.5 million Australian women each month across its digital, podcast, events and consumer products businesses.