🇵🇱Poland's Podcasting Boom, with Zuzanna Olejniczak
Eurowaves #13 Interview
Zuza Olejniczak is a multimedia producer specializing in audio and video formats, responsible for podcast and videocast production in Polish media. She has collaborated with the international journalism collective Outriders and works with the weekly Polityka, while also producing the international affairs program Wider View for TVP World. She regularly speaks at industry conferences across Europe, particularly on audience engagement in audio storytelling.
You can connect with Zuzanna on LinkedIn here.
You helped build the audio and video studio at Polityka, one of Poland’s oldest weekly magazines. What was it like to bring podcasts into such a legacy media space, and how did the newsroom respond?
Podcasts have actually been part of Polityka for a few years now. They were launched around the same time that many other Polish media outlets started experimenting with podcast formats. Since then, the team has produced episodes on history, politics, psychology, and culture, and these have found loyal listeners, particularly among our magazine’s readers who are already engaged with those subjects.
What was still missing though was a professional studio setup for producing videocasts, a format that is becoming more and more common across the industry and increasingly favored by audiences. We decided that it was the right moment to introduce video as part of our offer, and the response has been very encouraging. We launched the studio in May 2025, and even in this short time, we have seen strong interest from both viewers and our own editorial team.
Interestingly, although Polityka has a very strong tradition in written journalism, our colleagues have been quite open to exploring new formats like audio and video. It turns out that many of them are excited to use these tools to reach new audiences and to tell stories in more immersive ways.
Poland’s podcasting scene seems to have grown rapidly but under the radar internationally. What do you think sets Polish podcasts apart, and what stories do you feel are still waiting to be told?
The Polish podcast and videocast market has been growing rapidly in recent years, much like the global audio industry. At one point, Poland was even considered one of the fastest-growing podcast markets globally. That growth continues today. Over 11 million people in Poland listen to podcasts each month, which is about one third of the population. It is a huge and dynamic market with room for a wide range of voices.
One thing that really sets Polish podcasts apart is their deeply local character, especially how they engage with social and historical contexts. For example, one of the most popular podcasts focuses specifically on the 1990s or early 2000s, reflecting on Polish identity during the post-communist transition. There is also a massive appetite for true crime podcasts, especially those based on Polish cases, many of which were not widely discussed in the past but resonate deeply with local audiences.
Polish listeners also love in-depth interviews with public figures they respect, those they see as thought leaders or moral authorities. From my perspective at Polityka, it is very clear that there is a strong, growing interest in Polish politics and geopolitics, with more and more shows covering these topics.
Of course, there are still important gaps. We could use more podcasts that focus on underrepresented perspectives, stories of national and ethnic minorities, life in rural areas, or the experiences of LGBTQ+ people and older generations. Those narratives are present in public discourse, but they rarely make it into podcast or videocast formats.
What kind of listener habits have you noticed in Poland that might surprise those outside the region? Are there specific formats or topics that really resonate?
One of the clearest trends we have seen is the huge popularity of true crime, as I mentioned earlier, but also of podcasts focused on psychology, personal development, and broader social issues. These shows are often seen as tools for self-reflection and problem-solving. Listeners turn to them looking for insight into how to improve or better understand their lives, and podcasts offer that in a short, accessible, and often very personal way.
Another interesting habit is how and when people listen. Most Polish podcast users tend to listen either in the morning or in the late afternoon, typically during their commute. For many, it is a form of relaxation or light, informal education, which differs from more academic approaches to learning. That is why shorter formats, 15 to 25 minutes, are gaining traction. At Polityka, we have been leaning into that trend as well, understanding that people often want to learn something meaningful in a short time frame.
There is also growing interest in local topics. City-based podcasts, such as those focused on Warsaw or other major urban centers, are attracting loyal, place-based audiences who care about their communities and want to engage with stories close to home.
Podcast monetization looks different in every European country. What are the main ways Polish podcasts make money right now, and what challenges do creators face when trying to grow financially sustainable shows?
One of the biggest challenges in Poland is the size of the market. Because Polish is only spoken by a relatively small number of people globally, budgets for podcast production and advertising tend to be more limited than in English-speaking countries.
Another challenge is the fact that many large organizations, like banks, auction platforms, and museums, now either create their own branded podcasts or support already established ones. This makes it harder for smaller, independent creators to break through, especially if they do not have a strong personal brand or the backing of a major institution like a radio station.
That said, there are still ways for independent podcasters to build sustainable models. Subscription platforms like Patronite or BuyCoffee.to allow fans to directly support the shows they love. According to Patronite’s 2024 data, the most successful podcasts can earn tens of thousands of złoty per month through listener support alone, which enables them to publish regularly and create additional materials.
Creators today also have to think in terms of both audio and video. As more audiences prefer to consume podcasts on platforms like YouTube or Spotify with video, it is important to follow that trend and be present across multiple channels.
At the same time, trust in podcasting as an advertising medium is growing. According to a 2023 study, nearly 60 percent of Polish marketers plan to invest in podcast and videocast content. Sponsorships remain a major revenue source, especially when they are built on long-term partnerships. As this ecosystem matures, we expect monetization to become more viable for both independent creators and larger media outlets.
If you had to recommend one Polish podcast to someone just starting to explore the country’s audio landscape, which one would it be and why?
If I were to recommend just one podcast to someone new to Poland’s audio landscape, I would probably choose one that is produced in English to make it more accessible for international audiences. In that case, I would absolutely recommend Notes from Poland. It is one of the best-produced podcasts out there, offering deep insight into Polish politics, society, and current affairs.
The show includes interviews with experts and journalists and offers a really thoughtful and well-researched perspective on modern Poland. It is a professional, trustworthy source that is ideal for anyone looking to understand the country’s complexities. And from there, it is a great jumping-off point to discover Polish-language shows, especially as you start learning the language.