Can your podcast pay for rent or just your coffee? 💶 Let's talk about it.
Eurowaves #8
Hey podcasters,
As you’re reading this, I’m wrapping up WePod’s Podcasting Academy in Milan.
It’s been a full week of seminars and workshops on podcasting: everything from conceptualization and scriptwriting to production and distribution. Keep an eye on my LinkedIn and next week’s issue for impressions!
WePod also just released a Talent Farm tool on their website, a sort of LinkedIn for European and European-based podcasters, you can (and should) sign up here.
Next week on March 27, you can catch me at Mobile Stories and News Decoder’s Workshop: Pitch it like a Podcaster! We will cover how to integrate podcasting into your teaching and host a pitching contest for participants. See you there?
Also want to give a shoutout to Talia Augustidis for featuring Eurowaves in her latest All Hear issue in which she asks how European audio makers can form transnational communities without sacrificing individuality.
Before we get into it, this issue’s recommendation is:
Subscribe to the free Podcast Delivery newsletter and join the thousands of podcast fans and creators who receive fresh podcast recommendations every Monday.
It’s one of my go-to newsletters - they’re an example of what supporting creators should look like!
Eurowaves Update ☘️
Since the last issue, we have…
…+20 new subscribers.
Please share with your network to keep the community growing!
If you are interested in advertising in Eurowaves, reply to this or email me at andreea.coscai@gmail.com.
🎙️Podcast Monetization in Europe with Podimo's Whitney Rosenthal🎙️
Whitney Rosenthal is a seasoned Creative Executive committed to the democratization of content through global platforms and new technologies. She has worked directly with and in support of creators and media companies by building innovative products and developing best-in-class content opportunities. Over the last 15 years, Whitney helped shape the creator economy through her work at both YouTube and Instagram and recently joined Podimo as the Global Director of Creator Platforms. She lives in London.
You can find Whitney on Linkedin.
What first got you into the podcasting industry?
I was a huge fan of Serial when it debuted in 2014 and was working for YouTube at the time, empowering creators with free production resources and content opportunities. My twin sister and I wanted to start a content series to discuss issues important to us, but we didn’t want to be on-screen with video. So, we launched a podcast instead, interviewing our interesting and accomplished friends. As a longtime listener and producer in the space, I’m thrilled to now be at Podimo, where I am 100% focused on creator enablement through podcasting.
Podimo recently hit 1 million paying subscribers—a huge milestone! What would you say has been the biggest factor in reaching this point in the European market?
Yes! It’s a few things. From day one, Podimo has been local-first—local languages, stories, and voices. That was important for us, and so few players are investing in local-language podcasting in Europe. We also operate in many markets where advertising alone doesn’t provide enough revenue for podcasters to thrive. Subscription allows us to pay creators more, invest in high-quality content, and offer a better experience for listeners. This approach seems to be working—our engagement has grown by 45% this year, with users listening to three to four shows for an average of 20 hours a month.
Another key factor has been strategic partnerships and acquisitions. Collaborating with companies like Dag en Nacht Media, Tonny Media, and Podads has helped us scale even faster. Subscription is just one piece of the puzzle, and we’re excited about what’s ahead as we work toward making Podimo the ultimate destination for podcast creators.
Subscription models, ads, brand partnerships—what revenue streams do you think are the most promising for creators and networks looking to monetize in Europe?
They’re all incredibly relevant, and creators should always aim for a diversified revenue stream where possible. The ad market can be volatile, so it’s important to rely on more consistent revenue sources, such as direct sales (sponsorships and brand deals) and subscriptions or donations/tips (whether direct or through third-party platforms that support this). These strategies help sustain creators through downturns in the ad market.
For independent podcasters who want to grow their audience and start monetizing, what are the key things they should focus on in preparation for monetization?
Find the distribution and monetization model that best aligns with your particular show. Consider the specific audience you want to reach, and regardless of the distribution model, prioritize building direct-to-fan relationships. Optimize how you monetize your most loyal fans by offering them additional value they may be willing to pay for—whether directly or via a platform like Podimo.
What European podcasts should we all be listening to right now? Can you share two or three of your favorites?
These are a few of my favorite shows coming out of the UK right now (the hosts of these shows happen to be incredibly smart friends of mine):
THE SLOW DOWN (full transparency - I am helping to produce this podcast!)
We’ll continue to cover monetization in upcoming issues. Do you have questions on this topic you want answered? Drop them below or reply to this email.
🎙️🌍What I’ve been listening to🌍🎙️
Talking about podcast recommendations, today is the last day to enter the International Women’s Podcast Awards. You can enter with an English or non-English language podcast. Highly recommend you join the competition and the community. I am a judge for this year’s edition and cannot wait to listen to your work!
Christine Laskowski is an American, Berlin-based journalist who is behind T&J, a history podcast about how Europe became Europe. Not only is her voice a perfect mix of soothing and humorous tones, but she also blends it beautifully with sound design, music, and comedic timing. More than just an educational listen, it’s a lot of fun. Trying to make a history podcast approachable for a wide audience is a task in itself, but Christine does it successfully, for sure! It’s a great example of how podcasting can be used in teaching. I actually found an episode from 2023 added to my queue, which I apparently never got to—but am I glad I did now!
Georgia marked 100 days of protests on March 12. The country had been negotiating its membership to the European Union but in November of last year, Prime Minister Irakli Kobakhidze announced the decision to halt the country's EU membership bid until 2028. The Caucasus Digest, a Georgian podcast, brings on guests weekly to discuss this, amplify first-hand experiences, and try to make sense of things. The interviews are packed with relevant stories exploring the systemic issues as well as Georgians’ personal recounts. Since it’s a lot of information for listeners outside of the local context, I would have enjoyed more segments, breaks, or elements such as news archives or minimal sound design. If you’re interested in international news beyond Western reporting (which we should be), this one is for you.
Tosin Sulaiman is the wonderful host of Made for Us, an award-winning podcast about designing for inclusivity. In season 2, released in January, episodes cover current trends like AI and brands’ efforts to build more inclusive tech. The episode I really enjoyed was with Lucy Edwards, a creator who is redefining how disability is perceived. She tells her story with so much vulnerability and strength. Lucy talks about how she lost her sight, but also so much more: her work, stories of her wedding planning and wedding day, her relationship with her mom, and her new make-up line. It’s a heartwarming listen, and Tosin is a thoughtful interviewer.
🇬🇧Podcasts from The UK🇬🇧
Steve Collins spent over 40 years working in radio, both on-air and in senior management on various stations across the UK. Since 2013, he has been a freelance writer for the UK radio industry website, RadioToday. In 2020, he launched his own website, PodcastingToday which reports on new and returning podcasts along with UK focused podcasting/audio industry news.
Down The Caff: This podcast comes from the famous East End café, E. Pellicci, in Bethnal Green. For those who don’t know, caff is slang for café, and the podcast title refers to the people who visit this iconic establishment. For 125 years, E. Pellicci has been the East End’s beloved gathering place—where the Krays once dropped in for breakfast and Madonna’s bread pudding was wrapped up to go. Hosted by Anna and Nev Pellicci, the third-generation owners of E. Pellicci, the show invites listeners into the heart of London’s oldest café over a proper plate of grub (food), alongside the caff’s celebrity regulars. Previous guests on the podcast include Ray Winstone, Annie Macmanus, and Hak Baker, while the current season features Dermot O’Leary, Roisin Murphy, and more stopping by for a chat.
David Tennant Does a Podcast With...: Renowned actor David Tennant, best known for his role as Doctor Who in the long-running BBC TV series, is now in the third season of his podcast. David Tennant Does a Podcast With…, where he chats with famous guests, has been a success in both the UK and the USA. Thanks to his background, David attracts big names from the world of entertainment, and his slightly eccentric personality makes for an engaging listen. Previous guests have included Tina Fey, Brian Cox, Dame Judi Dench, Olivia Colman, and more.
DNA Trail: This gripping new podcast from BBC Local tells the extraordinary true-life story of a young woman’s deathbed promise to her father. The eight-part series follows BBC journalist Laura Ancell and her mum, Jayne, as they embark on an epic search for family, identity, and the truth. The story revolves around Laura’s dad, Billy from Brighton, who discovered in his 30s that the man who raised him wasn’t his biological father. When Billy passed away in 2006, Laura and Jayne promised to find the biological family he never had the chance to meet. It’s an inspiring family love story, full of twists and turns, about how far a young woman will go to keep a promise to her dying father.
Thank you for sharing, Steve!
In the coming issues, we’ll have recommendations from countries like Greece and Bulgaria. If you want to be featured, you can reply to this email.
🚀Events and Opportunities🚀
The two days of study and listening aim to explore the increasingly central role of podcasts as a tool for spreading knowledge and connecting different fields: education, academic research and information. The conference is organized in collaboration with WePod, We produce podcast , the Italian Scientific Society of Sociology, Culture and Communication (SISCC) and the Consulta Universitaria Cinema .
When? April 10-11.
60s Radio International Competition (International)
To participate in the 60 Secondes Radio 2025 international competition, you must produce a radio clip of exactly one minute (margin of error of 1 second) and complete the participation form available on the 60secondesradio.com website.
When? Enter by April 13.
British Podcast Awards (The UK)
The Awards will bring together the podcast community to celebrate the outstanding work being produced and the teams behind them. 30 awards will be handed out across a range of genres and categories, including the coveted Podcast of the Year and publicly voted Listeners’ Choice.
When? Enter by May 15.