Podcasts & Public Radio: Can we stay ahead?

Podcast statistics tell an incredible story of growth:

  • More than a third of people across 22 countries listen to a news podcast at least monthly (Q1 2018, Reuters Digital News Report).
  • In Spain, close to 20% of total internet listening is done by podcast (BBVA, June 2018)
  • In Sweden, podcast listening grew by about 36% in just two years and a total of 16% of Swedes listen to podcasts every week.
  • The average French podcast listener listens to 14 podcasts monthly.

Podcasts provide a way to rejuvenate renowned brands, extend their reach and engage new and existing audiences with more personalized content. Many Public Service Media organizations are using their talents and their audio making expertise to develop a great diversity of podcasts.  But are PSM organizations using their assets properly? Are they able to stay ahead whilst staying strong on the market?

This Network & Learn will investigate the reality of podcasting across Europe from a PSM point of view. Key individuals will address the main editorial, production, distribution and marketing topics around podcasts and offer participants an opportunity for in-depth discussion and workshops in small groups.

Who it's for

  • Content editors
  • Content producers
  • Content strategists
  • Presenters


  • Current podcast market and key trends;
    • why are podcasts making such a buzz?
    • the market for podcasts and its stakeholders
    • are podcasts the future of radio?
  • What makes podcasts different from radio programmes and can we use our radio competences to produce them?
    • Topics, format
    • Editorial, production and sound specificities
      • Native content or radio on-demand
      • Storytelling specificities
      • From radio to podcast and from podcast to radio 
  • Connect to and engage with audiences:
    • Identify and select topics, explore podcast content ideas
    • The role of talents
    • Niche content for niche audiences
    • Long shelf life content
    • Role of social media:
      • Discover how to use social media as a “visual companion” (Boston Globe)
      • How to continue the discussion in between episodes with social media
  • Marketing
    • Metrics to measure podcasts
    • How to make sure that your audiences find your podcasts
    • Example of a successful marketing campaign
    • Role of brands to attract audiences
  • Podcasting as an innovation tool

Skills learnt

Audience - Understanding core podcast audiences and how to serve them
Business - Understanding the main characteristics of the podcast market
Design thinking - Assess how your podcast will be used by listeners
Editorial - Identify key differences between podcasts and radio programmes
Innovation - Realizing the value of innovation in subject matter and production
Mobile - Understanding how listening on mobile with headphones affects podcast experience
Social - How to use social media to help build support behind a podcast and create user generated content
Storytelling - How to use audio to create powerful imagery and the listener on a journey
Strategy - Key steps in devising and planning a successful podcast


Day 1 - 1:00pm to 5:30pm

Day 2 - 9:00am to 4:30pm

Faculty member


Audience Business Design thinking Digital newsgathering Editorial Innovation Mobile Social Storytelling Strategy


28 - 29 Nov 2019


EBU Headquarters, Geneva

Registration details

Fees: EUR 375

The price includes tuition, course materials and coffee breaks. It does not include meals, travel or hotel costs. 


EBU Academy does not make hotel reservations. However, we have negotiated competitive rates with some of the hotels near the venue and the city centre. Please contact directly the hotel of your choice. 

Hotels offering special rates for the EBU/Eurovision (pdf)

Working languages


Contact detail

Hélène Rauby-Matta
Business Development Manager
+41 22 717 24 21

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