Cheap tactics? ... Delta Goodrem scoffs at suggestions she’s at war with fellow female coach Jessie J. Source: Supplied

According to viewers, and the coaches themselves, it’s simply a tired but longstanding trend of pitting women against each other in the name of a story.

“I’m so a believer in girls supporting girls,” fired back Delta Goodrem, querying why nobody asks Ricky Martin and the Madden brothers if they don’t like each other.

Gender imbalance? ... The Voice Australia’s female coaches say the men are never pitted against each other onscreen. Source: Supplied

“That doesn’t have to mean we can’t have opinions. That doesn’t mean that I can’t stand true to what I stand for and Jessie can’t stand true to what she stands for. And the Maddens, and Ricky equally. It doesn’t matter what gender we are.”

In fact, added Jessie J, the two women actually agree on most things far more than she does with her male coach counterparts.

“But people hold on to the disagreements, because that’s what it is,” she said.

Meanwhile viewers have been making their displeasure of the female catfighting clear, with many stating they believe it’s a marketing ploy.

When we met with the two coaches during filming of the battle rounds, there was no hint of tension between the two.

In fact, they were quick to share their “wedding” snaps they’ve been taking to document their new friendship.

Girl power ... Delta Goodrem and Jessie J offer advice to a female contestant. Source: Supplied

“Every time I’m wearing white, Delta’s wearing black and vice versa, it’s really hilarious, so we take wedding photos,” said Jessie J.

“We hadn’t met before (the show) but this is where our love story began.”

And that love story extends far beyond the show’s set according to the duo.

“When we walk off the field I’m going to have Jessie’s back and she’s got my back — full stop,” said Delta.

Do you think that the feud between Jessie J and Delta Goodrem is a ratings grab? Sound off in the comments below.