Content Discovery

The EBU Podcast group’s first online meeting of the New Year offered a deep dive into content discovery, together with Sveriges Radio and the BBC. 

Emma Leyman and Julia Juhlin from Sveriges Radio Podcast group presented the results of their experiment exploring new ways to promote podcasts on social media: “With those learnings, there are a few key things that we are changing in our work in 2026. We have changed how we think about content. We used to make a plan and stick to it, and we treated all our podcasts the same way. And this year we will work hard to break old patterns. We want to define each podcast's social universe, and not every podcast fits every platform and not every piece of content has the same job.” [PDF] [Video Talk]

Sally Hutchinson from the BBC Sounds Content Discovery team explained the RSS-to-BBC Sounds migration strategy for podcasts, with a focus on windowed and exclusive content: “All decisions around what is published via RSS will be made through the lens of BBC Sounds growth. We know that healthy BBC RSS feeds and reach are ultimately good for BBC Sound as a platform. It raises awareness, it helps with growth and they help reach and build our reputation in podcasting with underserved audiences, which also helps us stay relevant.” [PDF] [Video Talk]