🎙️Podcast Monetization in Europe with Podimo's Whitney Rosenthal🎙️
Eurowaves #8 Interview
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!)