Move over Meryl, step aside Leo. A new star has entered the main stage

Podcasting has stepped onto entertainment’s biggest stages, and its red-carpet moment is about more than a new awards category. As institutions like the Golden Globes and AACTAs recognise the medium, they’re acknowledging a cultural shift audiences have already made - toward more intimate, trusted storytelling. In a fragmented media landscape, podcasting offers something rare: attention, loyalty and trust.

Awards season is officially here and, for the first time, podcasts have graduated from the “kids’ table” to the big leagues, with women taking home the grand prize. With dedicated categories both on the world stage at the Golden Globes, and locally at the AACTA Awards, the industry is finally admitting what audiences have known for years: a gripping audio series carries just as much cultural weight as other entertainment mediums. Podcasting is the new silhouette of storytelling, and its arrival in traditionally tightly held entertainment arenas marks a genuine shift in the industry.

This recognition signals something bigger than a shiny new trophy category. It reflects a transformation in how, and where, audiences are finding connection. Film and television may have long dominated the spotlight, but podcasts have quietly built their own devoted fanbases and cultural influence.

Today’s audiences are drawn to storytelling that feels immediate, culturally aware and woven into their everyday lives, and podcasting delivers that intimacy by meeting them in their lifestage, mood and moment in a way even Hollywood can’t manufacture.

When announcing the new category, the Golden Globes described podcasting as experiencing "seismic growth." The message was clear: the medium has become impossible to ignore.

Its inclusion in major awards ceremonies feels less surprising and more overdue, building audiences so large and engaged that the spotlight followed naturally. At a time when people are searching for connection and belonging, podcasting has become one of the most powerful places to find it.

Long before the trophies, podcasts had embedded themselves into their routines with 80% of listeners tuning in every day, according to the IAB Australian Audio Summit. It’s the voice in your earbuds on the commute, the unpacking of the week’s headlines, the laughter at the end of a long day. Whether it’s finance, parenting, pop culture or politics, if there’s a conversation happening, there’s a podcast shaping it and an audience choosing to press play.

In an era when traditional media is under scrutiny and misinformation dominates headlines, that intimacy matters. Podcasting is an opt-in medium, consumed deliberately and often alone. Over time, hosts become familiar voices woven into daily life, and that familiarity builds credibility and fiercely loyal communities. The latest OMD Audio Study (2026) found podcasts command the highest trust levels of any media channel, with connection driving attention into meaningful engagement and lasting memory.

The awards may have only just caught up, but Mamamia has known about the power of podcasts since day one. Creating our first podcast over 12 years ago, when there were only a handful of locally produced shows, and none of which speaking to women.

At Mamamia, we don’t just launch shows, we identify where the conversation is missing and build them a home. While the rest of the world is now catching up, our position as the largest podcast network for women, with over 63 shows, is now backed by a historic first: Mamamia Out Loud has topped the Triton Digital Ranker as of January 2026, becoming the first female-led independent podcast to be named #1 in Australia. Not only is it a win for us, it’s proof that "women’s voices" isn't a niche category - it’s the new standard.

Beyond just scale, we offer something harder to find: genuine resonance. Because our listeners deeply trust the Mamamia environment, our podcasts deliver a 132% average uplift in advertising strength (Amplified Intelligence 2025). That puts us 92pp above the Australian benchmark, proving that a trusted voice is the most effective way to drive results.

Whether it’s a host-read mid-roll placement or a bespoke audio integration tailored to your brand’s objectives, we bring the expertise, engagement and reach to deliver results.

Our newest podcast, Unleashed, has seen a rapid surge in success, skyrocketing in listenership within just a handful of episodes. With more than 120,000 downloads since launch, it marks our most successful podcast debut to date, proving we’ve tapped into a clear gap in the market and delivered the conversation our audience was waiting for.

In an era of "seismic growth" for the medium, Mamamia remains the destination for deeply engaged communities - whether it’s pop culture, true crime, beauty, fashion or parenting - she turns to us to hear as the trusted friends in her ears.

We’ve always believed that women deserve to be the lead story, not a sub-section and clearly, Australia agrees.

UNLEASHED For Gen X women who need a laugh right now.

LISTEN HERE

MAMAMIA OUT LOUD Australia's #1 podcast for women is where smart women come for good conversation - with an occasional side serve of chaos.

LISTEN HERE