The tea ☕🇬🇧 about Europe's biggest podcasting industry
Eurowaves #6
Hi friends,
This issue is a special one!
We’ll dive into everything UK podcasting, from an interview with the lovely Naomi Mellor to the British podcasts I’ve been listening to and upcoming UK awards and events.
What fascinates me about this space is that it's the most developed podcasting industry in Europe by far. The BBC, large media groups and organizations, consistent events and opportunities, and a strong connection to international podcasting—specifically with the US—are all there.
Still, from chats I’ve had with some UK podcasters, many of them still look to the US for best practices and ways to further grow the industry. It’s all about perspective, and we’ll get into that together in this issue.
Before we get into it, I want to announce that I’ve created the first European podcasting Google Group! There are nearly 200 members already, including members of organizations like Audio UK, MUBI, and Vox Media, just to name a few. This is your official invite to join us and share the news within your network.
I was also recently a guest on the Romanian podcast Future Minds, where we discussed everything podcasting—from production to marketing. If you want to challenge yourself and see if you can understand Romanian, give it a listen! Thank you, Andrada, for the invitation.
Eurowaves Update ☘️
In every issue, I’ve started updating you all on the number of subscribers. I’m an avid podcast newsletter reader, and I’ve seen other writers do this for 1) transparency, and 2) because it’s fun to keep track of.
So, since the last issue, we have…
…+42 new subscribers!
If you find this newsletter helpful, please share it with your podcasting friends, fellow journalists, or colleagues. Let’s spread the word and connect more European podcasters!
If you are interested in advertising in Eurowaves, reply to this or email me at andreea.coscai@gmail.com.
🇬🇧🎙️Naomi Mellor on Bridging the Gender Gap in European Podcasting🎙️🇬🇧
Naomi had an unusual route into the audio industry: self-taught as a podcaster, she started her first show in her bedroom alongside her career as a veterinarian, whilst realising her passion for podcasting and her desire to build a positive future for such an exciting new medium. Fast-forward 7 years, and Naomi now owns Everybody Media, through which she has developed a global network of industry connections from her work with the International Women's Podcast Awards and The Everybody Collective. She is a passionate advocate of improving inclusion in all aspects of the audio industry and has worked with brands including the BBC, Amazon Music, Wondery, Shure, Focusrite and Acast.
You can find Naomi on Linkedin.
Tell us about your journey from veterinary surgery to podcasting and community-building. How did these two seemingly different worlds collide?
Back in 2017, my partner's job took us to a new area of the UK, far from where we had previously lived. Up until that point, I had worked long hours, but after relocating, I was only able to find a part-time role as a veterinarian. With extra time on my hands, I decided to start a podcast as a side project—I had listened to a ton of podcasts and radio during my travels as a vet and thought I’d love to give it a try, which, looking back, seems completely ridiculous. Knowing absolutely nothing, I recorded my first episodes via Skype, learned to edit, and released my first podcast in 2018. This eventually led to producing several shows in the veterinary sector for clients, hosting at conferences, becoming more immersed in the podcasting world, and ultimately establishing The Collective and the International Women's Podcast Awards.
You founded The Skylark Collective, now The Everybody Collective, Europe’s first community for women and people of diverse genders in podcasting. What inspired you to create this space, and what impact do you hope it continues to have?
Before getting into podcasting, I had been part of women’s networks in the veterinary, horseracing, and sporting sectors. By 2018, I quickly realized there was a gap in Europe for a space where women could meet, connect, and support one another in their podcasting work. With a little more time on my hands during the pandemic, I launched The Skylark Collective in 2020, which became The Everybody Collective in 2022 when Everybody Media was founded. In 2021, I also had the idea to create a global awards program recognizing the work of women in audio, leading to the launch of the International Women's Podcast Awards. Both The Collective and the IWPAs continue to be spaces where people feel warmth and belonging—where there’s no such thing as a stupid question and where anyone who identifies as a woman knows that their work is heard, understood, and appreciated.
What are some of the stories that have stood out to you in these first years of the IWPA?
Wow, so many! I love the variety of what we get to hear. For me, it's often the stories behind the stories that truly resonate: Shelter in Place was produced daily for 100 days during the COVID lockdown, Sharing Plate highlights refugees and the incredible food from the countries they’ve had to leave behind, Culture Kids is created and hosted by one woman and her six-year-old son, and 28-ish Days Later is a show I’ve always thought should be on the school curriculum for both boys and girls to learn about the menstrual cycle. The show that stopped me in my tracks—literally—and that several judges also mentioned was Unreformed: The Story of the Alabama Industrial School for Negro Children. And that’s just a few... I could go on all day!
Your podcast Smashing The Ceiling highlights people with unique and inspiring careers. Can you share a favorite episode or story that left a lasting impact on you?
Way back in January 2019, I spoke to trauma surgeon Jamie Coleman, now an Associate Professor at the University of Louisville in Kentucky, and she was an incredible guest. This conversation really stuck with me. We talked about the immense pressure of making life-or-death decisions as a surgeon, how to "make failure your frenemy," and how to inspire confidence and calm in moments of extreme crisis—amongst many other things!
What advice would you give to women and marginalized genders looking to break into podcasting or grow their show?
Just start. You’ll learn as you go, you’ll make mistakes (we all do), and there will be times when you’re not thrilled with the outcome. But then there will be moments where you just know you've created something that will truly resonate with people—no matter what kind of show you’re making.
What’s one story (real or fictional) you’ve yet to tell but dream of producing one day?
I've written a fictional podcast set in a sauna, and I’m still really hoping to get it out into the world one day!
🎙️🌍What I’ve been listening to🌍🎙️
Before we get into this issue’s recommendations…
Germany is holding, dare I say, historical elections this upcoming weekend. Listen to this episode from DW’s Inside Europe, where host Kate Laycock and political correspondent Thomas Sparrow hit the streets of Berlin, tiptoe through the German Parliament buildings, relax in Berlin’s most famous political hangout, gatecrash a TV news studio, and look back on some defining moments of German political history.
And some great news from Podnews: Podcast listening has set a new record in Sweden, with the number of listeners growing by 20% year-on-year. Additionally, almost 1 in 10 households are paying for podcasts.
Talia Augustidis' work really speaks for itself. If you’ve heard her work before, you know how brilliant it is. About a month ago, she dropped the second season of UnReality, and it’s everything that makes audio so special. The topics are simple but heartwarming. From dad jokes and giggles to tarot cards and songwriting. Each episode feels like a fun adventure with a hug at the end. Congratulations, Talia!
A geography podcast that intersects with other disciplines like art, science, culture, and more every episode. I love the storytelling and thoughtful interviews, but what stands out most is how they approach historical topics from intersectional perspectives. That’s crucial. Their latest episode focuses into how a single line on a map has the power to shape identity, religion, the freedom to travel, and so many other aspects of daily life for millions of people.
This is a show for everyone in the podcasting industry. Danny and Mark aim to provide space for every voice—it’s an inclusive and transparent look at the podcasting space. In their most recent episode, guest co-host Claire Waite Brown joins to explore why Podcasting 2.0 is struggling to gain traction. Claire, an independent podcaster and Podcasting 2.0 advocate, shares her take on what’s working and what’s not. Listen for a glimpse into current trends and the future of podcasting!
Share your UK podcast recommendations in the comments!
🇩🇪Podcasts from Germany🇩🇪
Danuta has been working in marketing at Hitradio Ö3—Austria’s biggest radio station—for more than 10 years. From event marketing to customer care in program marketing, she has gained experience in many facets of the field. Currently, her focus is on the promotional presence of one of Austria’s most beloved brands. Since 2021, she has been responsible for the Ö3 Podcast Award, Austria’s first podcast award. In 2022, the Ö3 Podcast Festival followed—an event that celebrates the Austrian podcasting scene and brings creatives together.
You can connect with Danuta on LinkedIn here.
Normally, I’d love to showcase Austrian podcasts, but with the fifth Ö3 Podcast Award currently underway, I’d like to remain neutral.That’s why I’m excited to present three podcasts from our neighboring country. It’s always fascinating to look at Germany, where the market is larger, commercially more developed, and structured in a more professional way. What I particularly appreciate is the strong storytelling approach, which is also reflected in my recommendations. But—we in Austria is right on their heels!
Mission Mars – Der GEO-Podcast über die erste Reise zum roten Planeten
Obwohl dieser Podcast bereits 2023 erschien, bin ich erst vor Kurzem darauf gestoßen – und war sofort begeistert. Ich liebe es, wenn Fiktion auf Wissenschaft trifft, und Mission Mars ist ein Paradebeispiel für ein Format, das zugleich unterhält und informiert. Der Podcast erzählt die fiktive Geschichte von vier Astronaut:innen, die sich auf eine Reise zum Mars begeben. Wir wissen alle: Eine bemannte Mars-Mission ist aktuell noch nicht möglich. Doch GEO nutzt diese Erzählung als spannenden Ausgangspunkt, um wissenschaftliche Hintergründe einzuordnen.
Host und Astrophysiker Michael Büker spricht mit Wissenschaftler:innen und Expert:innen über Fragen wie: Wie würde eine Schwangerschaft im All verlaufen? Welche körperlichen Folgen hätte eine solche Reise? Und auf welchem Stand ist die Raumfahrttechnologie derzeit tatsächlich? Ein absolut hörenswertes Format für alle Weltraum- und Wissenschaftsbegeisterten!
Für mich als Marketer ist dieser Podcast ein absolutes Pflichtprogramm. Kampf der Unternehmen erzählt die wahren, oft unbekannten Geschichten hinter den spannendsten Wirtschaftsrivalitäten. Was treibt Unternehmer:innen, Investoren und Manager:innen zu Höchstleistungen – oder direkt in den Ruin?
Der Podcast wechselt zwischen Solo-Staffeln über einzelne Unternehmen (wie IKEA oder Lego) und packenden Duellen großer Marken, etwa McDonald’s vs. Burger King oder Nike vs. Adidas. Wer sich für Unternehmensgeschichten, Marktstrategien und wirtschaftliche Machtkämpfe interessiert, sollte hier unbedingt reinhören!
Sockenpuppenzoo – Angriff auf Wikipedia
Wie manipulieren rechtsextreme Gruppen die größte Wissensplattform der Welt? Genau dieser Frage gehen die Investigativjournalisten Christoph Schattleitner und Daniel Laufer im Podcast Sockenpuppenzoo – Angriff auf Wikipedia nach. In der Serie decken sie auf, wie organisierte Netzwerke mit Hunderten von Fake-Accounts – sogenannten „Sockenpuppen“ – Wikipedia-Artikel umschrieben, Fakten verfälschten und den Holocaust relativierten.
Die Recherche führt die Journalisten von den dunkelsten Ecken des Internets über Burschenschaftskeller bis hin zu Verbindungen in die Bundeswehr. Dabei gibt der Podcast tiefe Einblicke in die Mechanismen von Desinformation und die Herausforderungen, mit denen offene Wissensplattformen konfrontiert sind.
Gerade in Zeiten zunehmender Fake News ist dieses Thema wichtiger denn je: Eine aktuelle Sonderauswertung der PISA-Studie zeigt, dass viele Jugendliche Schwierigkeiten haben, die Qualität von Informationen im Internet zu bewerten. Sockenpuppenzoo greift genau dieses Problem auf – und macht auf eine Bedrohung aufmerksam, die in Zukunft noch relevanter werden wird.
Thank you so much for sharing, Danuta!
🚀Events and Opportunities🚀
The International Women’s Podcast Awards recognise moments of brilliance in podcasting and the women that produce them. With entries received from 34 different countries in 2024, a panel of judges consisting of podcasters, journalists and experienced professionals evaluate the submitted entries each year and select the winners across multiple categories. Enter your show here.
I will be a judge for the awards and I cannot wait to listen to everyone’s pieces!
When? The deadline to enter is March 17.
Are you a publisher with a brilliant podcast? Then we want to know about it! Our established Publisher Podcast Awards celebrate the best podcast work from publishing companies, whether they be leading global publications or indie magazines.
When? The deadline to apply is March 17.
The Podcast Pitch is a joint initiative with Sheffield DocFest. The Whickers are giving a £15,000 production award to the winner and £5,000 to a runner up. Six finalists will also receive a free pass to Sheffield Documentary Festival in June 2025, 2 nights accommodation, a contribution of up to £400 per project towards their travel expenses and access to top industry professionals and commissioners of the audio world.
When? The deadline to apply is February 28 (next Friday).