Are you getting paid enough in podcasting? Let's talk about money in Europe.
Eurowaves #18
Hey podcasters,
How is your summer? For Europeans, August is a mini hiatus so I hope you’re reading this from the beach or while on a city break. Before we get into it, I want to share a few exciting moments with you:
Last Friday, I took over Tink’s Podcast Marketing Magic newsletter to talk about marketing your show beyond borders. You don’t have to think of your podcast as a “Spanish” or “Serbian” podcast. Check out the issue and subscribe to PMM asap. It’s the best resource for growing your show.
I was on Podcast Junkies and chatted with the lovely Harry Duran about the challenges and opportunities in connecting European podcasters, the importance of community in the podcasting world, and innovative approaches to podcast monetization. Thank you for having me, Harry!
Now, a few words from this issue’s sponsors, then we get right into it.
This issue is brought to you by…
SPONSORED
Great British Podcasts from Podcast Rex is the UK's leading podcast newsletter, covering all the best new releases from the UK and beyond. Written by Scott Bryan, the newsletter dives into the biggest news from the world of podcasting, keeps an eye on who's appearing on what, and reviews the very best new and returning shows every Sunday morning.
Join 120,000 fellow podcast listeners and sign up for free here. Have a show to submit for consideration? You can do that here.
Recommendation Engine from Podcast Rex is your one-stop Podcast industry overview. Each week Patrick Carter reads every podcast review in the UK (and a few from further afield!) and compiles them into one easy-to-follow newsletter. See who's releasing what, which shows are getting all the attention and who's making them every Thursday morning. Recommendation Engine is available for free on podcastrex.com, or receive it in your inbox each Thursday morning by becoming a Podcast Rex member for £3.99 a month.
🇪🇺 Podcasting & Community News 🇪🇺
Edison Research’s The Podcast Consumer 2025 was released. It’s focused on the US market and it’s the perfect resource to keep an eye out for to 1) better understand the biggest podcasting market and 2) as a case study for European podcasting research.
Quill posted: Narrative Branded Podcasts: What They Are & Why They Work. Depending on which European market you’re looking at, branded podcasts are a huge opportunity. One of my favorite examples is fiction podcast Titania from Podium Podcasts for Santander. I wrote about it in this issue.
Catrin Skaperdas (a friend and previously featured in Eurowaves) took over Podcast The Newsletter to share Italian podcast recommendations and US-Italy cultural differences.
Brought to you by Podnews:
Apple Podcasts released its list of “Best So Far” shows - which “recognizes some of the best podcast shows and seasons since the beginning of the year.” Podnews carries a list of all the countries they could find with a “best-of” list, including the UK, Germany, France, Norway, Iceland, Greece, Italy, Spain, Switzerland, Denmark, Poland, and Portugal. Most of these were clustered by Apple into one.
This cracked me up: What happens when one podcast has a very similar name to another - and they’re recording in the same building? Much confusion - particularly for one guest who gets taken into the wrong podcast studio. Brazil’s Camila Fremder, a writer and social media personality, thought she was appearing on the Venus Podcast: but accidentally took part in Vênus Day Talks instead. Watch this hilarious Youtube commentary with English translated captions, and the gone-wrong interview with Youtube’s auto-dubbing.
Eurowaves Update ☘️
Since the last issue, we have…
…+24 new subscribers.
Share this issue with your podcaster friends to keep the community growing! This newsletter will always be free but if you’d like to support my work, you can sign up for a paid subscription.
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Are podcasters getting paid fairly in Europe? with Susanne Klingner 💸💸
Susanne Klingner is a journalist based in Munich. She was a magazine journalist before she founded the podcast company hauseins in 2017. In the same year she published her very first podcast series "Mind The Gap“ (Audible). She produced "Kinderland" and "Wir schaffen das!“ (FYEO) in 2020, "Just Love“ (Hessischer Rundfunk) in 2022, „Putins Krieg im Netz“ (Der Spiegel) in 2023 and „Lösch alles, Bro!“ (ZDF) in 2024.
If you want to be part of the So Many Voices conference in Munich on November 21st and 22nd, you can buy tickets here.
You can connect with Susanne on LinkedIn here.
Can you explain what Podcast-Honorare is, and what specific problem in the German audio market pushed you to create it?
We created an overview where everyone can enter their daily rate for a particular job. The idea came from a story I did for my very first podcast (Mind The Gap, Audible): Female Google employees created a Google Sheet, which ultimately garnered thousands of entries – and it became very clear that women at Google earn less than their male colleagues. We want this transparency in the German podcast scene as well, because here, more or less is paid quite arbitrarily. In some production companies, the prices are abysmal, and since much of the industry is still very startup-like, there are no rules at all, for example, what the minimum wage should be.
What has the tangible impact of the database been so far, and for podcasters in Germany, how can they contribute their own data?
So far, we haven't received any feedback that someone was able to negotiate a better fee because they saw that more was available elsewhere than what they were offered in that particular case. But that doesn't mean it hasn't happened. We'll have to ask around when we meet people in the industry to see if it's happened. Anyone who produces podcasts in Germany can enter their data in the spreadsheet. It's important to be as precise as possible, so you should actually state daily fees (and calculate them if in doubt). We have some data with details on fees per episode, but that's difficult to compare, because one episode can take one day or five days to work on.
Why is establishing this culture of pay transparency so crucial for the long-term sustainability of podcasting?
There's a lot of fee dumping going on at the moment, which has consequences: There's a tendency to produce more cheap podcasts, such as talk formats instead of fully narrated stories. But even in post-production, there's no money left for experimentation or precision in editing, which lowers the quality of the productions. And especially when this is important to small production companies, they can't keep up with their prices and go under. In the worst case, only the very large companies remain, producing more and more of the same: celebrity shows and cheaply produced true crime podcasts.
Do you see your database as a model for other European countries? What would your advice be for creators who want to start a similar initiative for their own market?
Definitely. There should be transparency in every industry in every country. I don't see any disadvantages in openly discussing money, fees, or salaries. Secrecy only really helps those who exploit others. Anyone who wants to start something like that can simply create a Google Doc. We chose a small provider that doesn't collect data like Google might. However, that does cost a bit of money per month.
How do your roles in running hauseins and So Many Voices Festival influence your stance for fair pay in the industry?
We are very open about advocating for fair pay. Anyone who asks us how much we pay freelancers gets an answer. We base our fees on the fee structure of public broadcasters, specifically Deutschlandfunk. This means we pay €50 per hour. When these figures are public, they will hopefully encourage other freelancers not to settle for €20 or €30 per hour for a complexly produced podcast. At the last So Many Voices, our podcast conference, we started talking with 30-40 people about fair working conditions. This will lead to a Code of Fairness, which we plan to finalize at the conference in November and then encourage as many companies as possible to sign a commitment.
Do you think a single, pan-European fair pay database is possible or are the market differences between countries too big?
I actually think country-specific databases make more sense. In Germany, I have to earn more to enjoy a decent living than in other countries, so the comparison is somewhat skewed. Of course, it's still interesting to get an insight into other markets – but perhaps you could link to newly emerging databases in your newsletter and we can browse a bit through the data...
Editor’s Note: If you have a database of fair pay in podcasting from your country that you’d like to share with the Eurowaves community, send it my way. You can refer to the AIR ratesheet for a great example of fair pay research and reporting.
What's your number one tip for podcasters and audio creators in advocating for themselves to be fairly paid and their work fairly respected?
It helped me tremendously to fight more aggressively for higher fees when my colleague Katrin Rönicke and I founded hauseins. Because then I suddenly no longer had to stand up just for myself, but for our employees. That was much easier for me – and I think you can also use it as a trick when you're a freelancer and fighting for yourself: pretending to be your own best friend or big sister and you’re negotiating for someone else. That makes you braver.
🎙️🌍What I’ve been listening to🌍🎙️
Nourishment is such a deep part of our lives. It encapsulates culture, family, memories. This show gets into all of that and more. What I love the most about it is the way Natasha puts the spotlight on each episode’s guest and their personal story. She comes in gently from time to time to guide the conversation and asks very thoughtful questions. You can hear the guests being stopped in their tracks to think deeply about certain moments and feelings. The podcast is so beautifully produced, it feels like a warm soup on a rainy day. I especially loved this episode on how a bowl of noodles in Cambodia helped Anna reclaim agency over her life.
If you love The Europeans and keeping up with the news from a chatty duo (or trio in this case), I highly recommend this one! It’s focused specifically on Danish news, in English. The hosts cover everything from fast food ads being banned on social media to citizenship scandals. Being an immigrant can be such an isolating experience so having resources and communities like these ones is so incredibly valuable. It doesn’t hurt that the hosts have a nice chemistry and it sounds like you’re listening in to friends’ conversation.
You know I love a narrative podcast. This one was created by Maricarmen Climént who is based in the UK. The podcast explores health stories from a social and human perspective. I especially loved this episode on depression that explores the topic from a multilayered perspective: systemically, socially, and through personal stories. Mariacarmen is such a wonderful host and she makes you feel cared for as a listener. She achieves a lot in only 30 minutes, it’s impressive!
What podcasts have you been listening to lately?
🇬🇷 Podcasts from Greece 🇬🇷
Eleni Kasimou is a community builder and digital storyteller with a focus on independent journalism and audio narratives. She has worked across podcast production, oral history, and product development, bringing a people-first approach to media projects. She is currently the Community Relations Manager at iMEdD.
Archaeostoryteller: Το Archaeostoryteller ξεχωρίζει γιατί δίνει μια σχεδόν προσωπική διάσταση στην επιστήμη της αρχαιολογίας. Μέσα από τις φωνές αρχαιολόγων και ιστορικών, ενώνει το επιστημονικό με το βιωματικό, δίνοντας «φωνή» στα ερείπια και στα ευρήματα. Είναι από τις λίγες ελληνικές σειρές που αφιερώνουν τόσο χώρο στην ιστορική αφήγηση μέσα από την ανθρώπινη εμπειρία.
Archaeostoryteller stands out because it gives an almost personal dimension to the science of archaeology. Through the voices of excavation leads and historians, it weaves together the technical and the emotional, showing how every ruin or shard has a story. It’s one of the few Greek podcasts that gives such space to historical interpretation through lived experience.Το Μυστικό της Κοιλάδας: Τι συμβαίνει όταν μια υπόθεση δολοφονίας υψηλού προφίλ αφήνει πίσω της περισσότερα ερωτήματα απ’ ό,τι απαντήσεις; Το Μυστικό της Κοιλάδας, με την δημοσιογράφο Κατερίνα Μπακογιάννη, επανεξετάζει την υπόθεση με το βλέμμα στραμμένο στο ενδεχόμενο δικαστικού λάθους. Ένα true crime podcast με ελληνική ταυτότητα και δημοσιογραφικό βάθος που σε κάνει να αναρωτηθείς.
What happens when a high-profile murder case leaves more questions than answers? To Mystiko tis Koiladas (The Secret of the Valley), from journalist Katerina Bakogianni, revisits a haunting story through the lens of possible judicial error. Structured like a classic true crime series, but with a distinctly Greek context and a journalistic depth that invites reflection.
Μικροπράγματα: Με οικοδεσπότη τον δημοσιογράφο Άρη Δημοκίδη, τα Μικροπράγματα είναι μία από τις πιο ξεχωριστές και μακροβιότερες σειρές podcast στην Ελλάδα. Καλύπτει τα πάντα—από παράδοξα της ποπ κουλτούρας και αστικούς μύθους μέχρι ξεχασμένες στιγμές της ελληνικής ιστορίας και ό,τι γίνεται viral στο ίντερνετ. Κάθε επεισόδιο είναι απρόβλεπτο, με τον δικό του ιδιαίτερο τρόπο.
Hosted by journalist Aris Dimokidis, Mikropragmata (Little Things) is one of Greece’s most distinctive and long-running podcast series. It dives into everything from pop culture curiosities to obscure historical trivia and viral internet moments. Whether it’s unpacking an urban legend or reflecting on a national controversy, Mikropragmata always finds a way to surprise.
Thank you for sharing, Eleni!
You can connect with her on LinkedIn here.
🚀Events and Opportunities🚀
SONOHR National Competition, Nationaler Wettbewerb (Switzerland)
The SONOHR Radio & Podcast Festival is accepting submissions for its national competition, held from February 27th to March 1st, 2026. The festival seeks creative fictional, documentary, and artistic audio pieces or podcasts between 1 and 60 minutes long, explicitly excluding purely conversational shows, magazine formats, and live broadcasts. To be eligible, entries must have a strong Swiss connection, have been published no more than two years prior to the deadline, and be submitted with a transcript. Authors are limited to one entry and must hold all necessary rights for the production.
When? August 11.
The Aiir Radio Academy 30 Under 30 is an annual list of "the ones to watch". Each year they unveil the list of 30 people under the age of 30 who have shown exceptional tenacity, talent and a proven trajectory in radio and audio. They are the people who they think will lead our industry into a bright and bold future. Applications for 2025 are now open.
When? September 1st.
So many voices (Munich, Germany)
Organized by hauseins, this two-day event is dedicated to networking and learning, welcoming everyone from newcomers to pioneers, creatives, tech geeks, journalists, and marketers. The program will feature large-scale discussions, skill-enhancing workshops, and insider talks with notable figures in podcasting, covering topics like research techniques, sound design, monetization, and improving working conditions in the industry. The conference invites attendees to help shape the agenda through a "Call for Ideas" to ensure a collaborative and relevant experience in a relaxed atmosphere.
When? November 21-22.
That’s it for now, thank you for reading!
Got an opportunity, podcast recommendation, or event to share for the next issue? Reply to this email or drop me a message.
Until next time,
Andreea Coscai
Loved listening to Bitter/Sweet!