Inside European Podcasting: Lessons on Growth, Global Perspectives, and Community from Andreea Coscai

The world of podcasting is dynamic, borderless, and rich with creative possibility. Few people embody this global spirit better than Andreea Coscai, a Romanian podcast marketer, producer, and founder of Eurowaves, a rapidly growing European podcasting newsletter. Recently, Andreea sat down for an in-depth conversation on The Pod Files with host Bogdan Bratis, himself a veteran Romanian podcaster with international experience. Their discussion opens a window into the unique challenges and opportunities of building a thriving podcast in Europe, what it means to market across cultures, and how community can become the backbone of long-term growth.

A Borderless Journey: From Romania to China, the US, and Back

Andreea’s story is marked by openness to new experiences and a passion for connecting cultures. Born in Romania, she pursued her studies in China for two years, a move that surprised many of her peers. While China is often perceived as a less conventional destination for international study, to Andreea it was a vibrant, welcoming culture rich in history and full of people eager to help. Her travels didn’t stop there; she later moved from China to the United States, embarking on her next phase of personal and professional growth.

The culture shock of living in the US, despite a lifetime of cultural exposure to American movies and music, taught Andreea that true understanding goes much deeper than media consumption. “You think you know the States because you’ve seen the movies, you’ve listened to the music, but living there is a completely different experience,” she shared. Her years abroad not only gave her unique insights into societal differences, but also a deep appreciation for international perspectives, a theme that would come to define her approach to podcasting.

Finding a Voice in Podcasting: From Communications to Creative Audio

Although Romania was still in the early stages of podcast adoption in 2018, Andreea’s journey into podcasting began in the United States. A pivotal influence was a mentor in sound art, who recommended the critically acclaimed podcast The Heart by Kaitlin Prest. This series opened Andreea’s eyes to the narrative and emotional power of audio storytelling, with its evocative sound design and compelling human stories.

Using her background in communications and marketing, Andreea landed her first industry job managing social media for journalist Carol Zimmerman’s podcast, Now What. It was a high-profile introduction, Carol had interviewed luminaries like Joe Biden, Anthony Fauci, and Gloria Steinem, and it taught Andreea the importance of community-building and digital strategy for podcasts.

Always hustling for new opportunities, Andreea posted on multiple public radio Google Groups in New York City, offering her skills in administration, marketing, and editing. This proactive outreach led to her first break at Tink Media, where she has spent more than two years helping podcasters grow, scale across borders, and craft effective marketing strategies.

Building Podvision and Eurowaves: Filling Gaps and Creating Connections

Returning to Romania, Andreea continued her work in marketing while adding production and strategy to her toolkit. Together with her partner Julian, she co-founded Podvision, an agency focused on guiding clients from concept to marketing and launch, a “full-stack” approach that blends their complementary skills in production and promotion.

However, Andreea soon recognized a deeper need: European podcasters were working in isolation, often looking to the US or UK for inspiration, and struggling to build cross-border connections. That inspired her to launch Eurowaves, a bi-weekly Substack newsletter now dubbed “the European Podnews.” The aim is to bridge the gaps in the European podcast community, share market insights, and elevate the industry by fostering dialogue between creators in more than 30 countries.

“I was working from home with lots of American clients but felt very disconnected from the European scene,” Andreea explained. “It also came from a personal need to connect.”

Her efforts are timely: aside from a prior two-year European Commission project (Wepod), no comprehensive continental newsletter served the European podcasting ecosystem. Andreea’s work is helping to tie the scene together, create new opportunities, and advocate for European podcasters’ unique needs.

The State of Podcasting in Europe: Leaders, Markets, and Cultural Barriers

Who leads the podcasting scene in Europe? Andreea points to the UK as a dominant force, though British creators themselves often look across the Atlantic for best practices. Spain, Italy, and the Nordic nations also stand out as mature markets, while Germany boasts a particular strength in business podcasts, an advantage perhaps rooted in the country’s historic affinity for audio technology.

Notably, France is another podcasting powerhouse, underpinned by a strong radio culture. Countries like Romania, meanwhile, face a steeper climb. While radio is ever-popular (“we listen to the radio for music, not for talk shows or journalistic content”), the culture of consuming narrative or conversational audio is just now emerging. Independent media have more room to experiment and innovate.

A distinctive trend in Eastern Europe and some Middle Eastern markets is the preference for video podcasts. In Romania, for example, the public often equates “podcast” with a video talk show rather than a purely audio experience. YouTube is a primary distribution method, reflecting broader habits of media consumption.

“The branding of podcasting isn’t clear for many people,” Andreea observes. “If you ask someone what comes to mind, they’ll say video, Joe Rogan, or celebrity shows.” This presents both a challenge and an opportunity: as podcast discoverability improves and cultural habits shift, Romanian and Eastern European podcasts may evolve toward more diverse, audio-driven formats.

Marketing a Podcast: Lessons in Strategy, Swaps, and Sustainable Growth

Podcast marketing, as Andreea stresses, is fundamentally about relationships, intention, and meeting listeners where they already are. The mantra she stands by: “Go where podcast lovers already are.”

What does this mean in practice? Rather than pouring energy (and money) into paid ads targeting non-listeners, focus on trusted environments where podcast fans gather, other podcasts, industry newsletters, curated recommendation lists, or features on listening platforms like Apple and Spotify.

Key Tactics Include:

• Show Swaps & Feed Drops: Partner with shows whose audiences align with yours. Exchange promos or feature full episodes on each other’s feeds. This encourages active listeners to sample your content in a familiar environment. “You want to build steady, sustainable growth, not just spike numbers and see them drop.”
• Newsletter Features & Recommendations: Subscribe to key industry newsletters, study what they feature, and pitch your show when there’s relevant, newsworthy content. Personalization is essential: “Don’t send generic pitches, build relationships and keep it short and relevant.”
• Platform Promotion: Apple Podcasts and Spotify both have forms for content submissions. Apply consistently, especially when launching new projects or celebrating milestones.
• Community Building: Participate in public Google Groups or online communities dedicated to podcasting. These are invaluable for promo swaps, advice, guest booking, and collaborative strategy.

Andreea is realistic: not every show sees meteoric growth. She shared the story of Dominic Lawson’s Mental Health Rewritten, which set a 12-month goal of 10,000 listeners but reached that number within two months. Success hinged on timing, wide-ranging outreach (including guest appearances on other podcasts and newsletter features), and the host’s openness to creative opportunities.

Audio vs. Video: Navigating the New Landscape

Across the industry, the march toward video content is undeniable, driven by YouTube, social media, and changing discoverability habits. Yet, Andreea and Bogdan both emphasize the enduring power of audio. Audio podcasts foster intimacy, creativity, and a specific kind of multitasking engagement. And while video can expand reach, it also demands higher production values and competes with a crowded YouTube ecosystem.

For smaller or resource-constrained shows, Andreea’s advice is clear: don’t feel pressured to “do it all.” Focus on building a great audio show and nurture your core audience, rather than stretching thin across formats just because it’s trendy.

Sustainability and Quality: The Heart of a Winning Podcast

What makes a podcast successful over time? Andreea draws from both marketing and production experience to emphasize two pillars:

1. Authenticity: Podcasts thrive when the host’s personality, tone, and approach shine through. Audiences connect to real voices, not scripted personas.
2. Sustainability: Ambitious weekly publishing schedules may sound appealing but are difficult to maintain. Planning bi-weekly or monthly releases, stockpiling episodes, and building flexibility into production schedules makes it easier to sustain quality and momentum over the long haul.

A thoughtful approach extends to guest booking and episode planning. Whether pitching a guest to another show, or preparing to host someone herself, Andreea values in-depth research, personalized outreach, and intentional narrative flow. The goal is to create “bingeable” content where every episode delivers on a clear promise, building trust that leaves listeners hungry for more.

Bogdan highlights How I Built This as a model format: familiar, structured, and driven by stories that follow an engaging, chronological arc. Predictability, with room for occasional surprises, keeps audiences coming back.

Mistakes, Challenges, and the Human Element

The conversation isn’t all strategy and success stories. The human side of podcasting is evident in admissions of mistakes, like sending out generic or mis-addressed pitch emails, often a result of prioritizing speed over intentionality. Both Andreea and Bogdan agree: even in a world awash with automated tools, the personal touch makes the difference. Listeners and collaborators alike can spot inauthenticity; quality always trumps quantity in outreach and content.

Major challenges facing podcasters today echo larger industry trends: constant shifts in discoverability, pressure to branch into video, economic uncertainty (reflected in the fate of podcast networks), and the ever-present risk of burnout for independents. Amid all this, Andreea advises resisting the societal urge to chase every trend, focus on what’s achievable and meaningful for your show.

Final Thoughts: Why Community is the Secret Ingredient

As the conversation draws to a close, Andreea offers a simple but powerful truth: podcasting is a community-driven, collaborative space. Whether it’s via Substack newsletters, Google Groups like EuroSounds, or informal promo swaps, the warmth and openness of podcasters set the industry apart.

For anyone looking to grow in this space, whether a solo creator or a brand, embracing this spirit of learning, support, and genuine human connection is the surest path to lasting success.

To connect with Andreea Coscai, subscribe to the Eurowaves newsletter, find her on LinkedIn or Instagram, or join the EuroSounds Google Group for hands-on collaboration. With more bridges being built every day in the European scene, there’s never been a more exciting time to join the conversation.