Female-led multimedia brand Betches’ hit series Oversharing has released a new limited podcast on the various paths to parenthood for those struggling with natural conception, sponsored by mental health platform Betterhelp.
Oversharing: Baby Steps launched on 27 October and is hosted by Betches co-founder Jordana Abraham. Each episode, Abraham touches on her own fertility journey and speaks to other guests about different paths to parenthood including IVF, adoption, surrogacy, and so on.
“On Baby Steps, we’re exploring the various paths to parenthood that lay ahead when starting a family doesn’t come easy,” said Abraham in the first episode of the series.
“With the help of weekly guests, I’m taking you on my own fertility journey and asking the questions that need to be asked. Trying to have a baby, especially when you experience obstacles, can be a huge and emotional mental challenge and that’s why I’m so happy to have Betterhelp as the sponsor for Baby Steps.”
Betterhelp was the top podcast advertiser in the US as of August 2023, according to data from Magellan AI, appearing on over 1,400 shows, mostly in the comedy genre. According to Magellan AI, Betterhelp spent over $10,000,000 on podcast advertising in August and over 30% more than the second biggest podcast advertiser in August, which was Amazon.
In addition to the release of Baby Steps, Betches also launched a new series on 26 October titled Pop Crime, which combines both elements of pop culture and true crime, hosted by content creator Kiki Monique.
Kids and family podcasts have become an increasingly popular genre amongst parents, now in the top 20 most popular podcast genres in the US - according to Edison Research’s list for Q4 2022 – Q1 2023. The creators of BBC podcast 28ish Days Later India Rakusen and Suzy Grant, who won Best New Podcast at the 2023 British Podcast Awards, recently announced that they are working on a series titled Child looking at the journey of parenthood from conception to the first year of birth.
“It's 27 episodes long, starting in January, and it's going to be much like 28ish Days Later,” Rakusen told PodPod at the British Podcast Awards. “We've already got loads of people across the country recording audio diaries for us and doing interviews, and it's very exciting.”