Pre-COVID, podcasting was one of the fastest-growing media channels on the planet.
 
COVID’s physical disconnection has only accelerated demand for its uniquely intimate online connection, and Australian listens are up almost fourfold (Triton Aus., Sep ‘20 vs Oct ‘19).
 
Mamamia’s flagship show Mamamia Out Loud is reporting record listeners, up 54% (Omny Studio, Feb year on year), and is set to LIVE tour again this spring.
 
The show, covering “what women are talking about,” responded instinctively to COVID twelve months ago by upping its frequency from two to three episodes a week.
 
Listeners, ‘Outlouders’ they call themselves, regularly refer to co-hosts Jessie Stephens, Holly Wainwright and Mia Freedman, as friends in their ears.
 
Rufus Managing Director, Jo McAlister, counts herself an Outlouder and isn’t surprised by the listener growth: “Jessie, Mia and Holly’s disagreements and banter provide many benefits. Yes it’s often very funny, but it’s also a great example of how to strongly disagree about the read on an issue, and still get on.”

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