What does sustainable podcast growth look like inside a fragmented, multilingual, rapidly developing European market?

This week on PodBiz, Andreea Coscai breaks down how creators across Europe are building audiences, reaching listeners across borders, and monetizing through community-first strategies. As the founder of Eurowaves, Marketing Lead at Tink Media, and a key voice in global creator communities, Andreea offers a grounded look at what independent podcasters need to understand about the European landscape.

As she puts it, marketing is not optional:

“If you want to monetize your work, you have to make sure that you're investing as much in your marketing as you are in your production.”

She also explains why connection and cultural alignment matter more than follower count:

“It can be discouraging or nerve-wracking or risky, but you can also look at it as who else is doing this really, and how cool is it. Let me try.”

This episode is a thoughtful, realistic look at what it takes for creators to grow in a market defined by nuance, collaboration, and diversity.

Key Topics Discussed

• How European creators build audiences across language and culture

• Why marketing and audience clarity matter more than scale

• Community-first growth and the rise of Eurowaves

• How Tink Media supports podcasters through realistic promo systems

• What creators misunderstand about social media and discoverability

• Sponsorship reality in smaller or emerging markets

• The role of grants, co-productions, and cross-border collaboration

• Why global thinking benefits every independent creator

About Andreea Coscai

Andreea is the founder and writer of Eurowaves, Marketing Lead at Tink Media, newsletter and community coordinator at EarBuds Podcast Collective, and an independent podcast producer. She works across audience development, marketing strategy, and creator support throughout Europe and beyond.

Connect with Andreea

Eurowaves: https://eurowaves.substack.com/

Events: https://eurowaves.substack.com/p/top-podcasting-events

LinkedIn: https://www.linkedin.com/in/andreea-coscai/

Pod.Vision: https://pod.vision/

Episode Moments

(03:29) Value alignment for Patreon and community support

(04:08) How Eurowaves began and why Europe needed it

(05:23) Community gaps in the European podcast space

(06:57) What podcasters get wrong about audience development

(08:54) Getting into podcasting through production and community

(13:21) Cross-platform thinking for modern creators

(14:42) Value packaging and sponsorship fit

(16:50) Local markets, local sponsors, local wins

(18:38) The fragmented but rich European ecosystem

(19:48) How grants and co-productions shape opportunity

(20:55) Storytelling across cultures

(22:24) Learning from the U.S. while building something distinct

(23:46) What Andreea would approach differently today

(27:44) What excites her most about Europe’s creator future

Some Additional PodBiz Buzz“It can be discouraging or nerve-wracking or risky, but you can also look at it as who else is doing this really, and how cool is it. Let me try.” —Andreea Coscai

PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?

Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.

Learn more: njbmedia.co | thepodhouseproductions.com

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