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Podcasting In Canada, Europe, And Africa Flourishes

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Podcasting In Canada, Europe, And Africa Flourishes
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Despite a popular notion among the America First crowd, podcasting origins are not strictly American. Moreover, the term “podcast” itself was coined by British journalist Ben Hammersley writing for the UK newspaper The Guardian.

All in all, an international affair. In this article, we will investigate three areas of the world where podcasting is thriving. To be clear, podcasting is a growth industry in Australia, South America, and Asia, but for the purposes of focus, we will concentrate on Africa, Canada, and Europe.

O Canada

When President Trump ruffled feathers by calling Canada the “51st state,” he apparently wasn’t paying any attention to the robust and vibrant podcasting community that our neighbors to the north enjoy.

In fact, according to Podnews, Canadian-made podcasts captured 43% of average listening time among monthly Canadian podcast consumers, topping U.S. content at 41%.

“The pace of change in Canada’s podcast market is unlike anything we’ve seen before,” said Daryl Battaglia, Senior Vice President of Measurement Products and Strategy at Triton Digital. “What’s especially compelling is that growth is coming from multiple directions at once — new listeners entering the market, existing listeners consuming more content, and video transforming how the medium is experienced altogether. The Canadian podcast audience is growing, diversifying, and listening more. That’s a powerful foundation for what comes next.”

The top sales network and overall podcasts were nearly all Canadian productions, reflecting both the quality of homegrown content and the depth of Canadian listener loyalty. CBC/Radio-Canada network leads with an average of 2.16 million average weekly downloads in Canada, more than double its nearest competitor.

CBC/Radio-Canada also led among top overall podcasts with shows including Front Burner, The World This Hour, World Report and The Current.

“Podcasting is no longer an emerging channel in Canada. It’s become mainstream, reaching nearly half of all Canadian adults and evolving rapidly in how it’s consumed,” concluded Daryl Battaglia in the press release. “That scale, combined with the depth of engagement we’re measuring, creates a compelling case for creators to invest in their content and for advertisers to treat audio as a core part of their media strategy. For creators, publishers and advertisers, that convergence represents a significant and durable opportunity.”

A prime example of Canadian podcast excellence is the award-winning Alone: A Love Story by CBC on-air reporter Michelle Parise. The audio drama chronicles the breakdown of her marriage due to an affair, subsequent divorce, and navigating life as a 40-year-old single mother. Known for its candid, intimate storytelling, it explores loneliness, heartbreak, and dating.

The CBC podcast, which ran for three seasons, won Gold at the 2018 New York Festivals Radio Awards.

Another shining star is Mike Boon, who bills himself on his LinkedIn page as the “Canadian Godfather of Podcasting.” After researching all that he’s accomplished on Canadian podcasting, I think we are ready to kiss the ring. On his Toronto Mike’d podcast, Boon discusses various issues of the day and chats with interesting guests about the serious and not-so-serious. It’s authentic controlled chaos with a Toronto spin.

What I really admire about Toronto Mike’d is that it acts like a de facto local newspaper. Want to know what’s going on in Toronto? Listen to Toronto Mike’d. He truly has the pulse of the city.

To be clear, you don’t have to be Canadian to enjoy Toronto Mike’d. It seems like he’s an institution in the Toronto area. I enjoyed his insights, his humor, his openness, and his longevity.

A valuable central hub for Canadian podcasting is Pod The North by Kattie Laur.

Pod The North is a Substack newsletter that strives to be a trusted community and production resource, advocateing for Canadian podcasts and ensures our ecosystem thrives. Through its creator, Kattie Laur, Pod The North has helped Canadian indie podcasters make better content and grow their shows, get Canadian podcasts the resources they need to make successful podcasts, and encourage the general public to listen to more Canadian podcasts, and get invested in podcasting as a part of Canada’s entertainment industry and as an economic force.

Kattie Laur explains: “Since its launch, the mission of Pod the North has pivoted from asking ‘What’s going on here?’ to ‘How do we thrive?’. I’d say since it’s launch, the Canadian podcasting ecosystem has developed a collective understanding of who the major players are on the national and international podcasting stage, and what we need to get ahead.

One of Canada’s podcasting strengths is its diversity. Canada has one of the highest ratios of foreign-born residents in the industrialized Western world. according to Statistics Canada Census, immigrants make up 23.0% of Canada’s total population, representing about 8.36 million foreign-born people.

A Wave of Podcasting in Europe

Just As Pod The North acts as a central hub for Canadian podcasting, Eurowaves is the focal point of European podcasting. Created by experienced podcaster, producer, writer, and activist Andreea Coscai, Eurowaves is filled with podcast recommendations from Andreea, industry insights, interviews with European podcast professionals, upcoming events and opportunities, and spotlights on companies and organizations driving change in European podcasting. In fact, Eurowaves recently started a website to expand its reach.

Andreea notes: “The podcasting scene in Europe is very diverse. Each country has its own approach, but the more you look at it closely, you’ll see surprising similarities.”

Here’s an example of the content from Eurowaves #45:

  • Jullian Androkae and I talked with Claire Waite Brown of TrueFans about everything from our thoughts on Podcasting 2.0 to global perspectives and how to be a real partner for a podcaster launching, rebranding or elevating their podcast.
  • The Ambies entries are open internationally. There are two new categories – best music and episode of the year.
  • 🇫🇷🇵🇱ARTE is hiring a Polish-speaking freelance journalist in Strasbourg.
  • 🇩🇪The max15 award welcomes submissions across the entire spectrum of radio drama.
  • 🇫🇷ARTE Radio Audioblogs launched the twelfth edition of their summer podcast competition, in partnership with Télérama and Sennheiser.

Andreea has smartly created an Eurowaves Advisory Board, which consists of an impressive lineup of podcast experts such as Ana Xavier (The Podcast Space), Ana Ribera García-Rubio (Spain), Jullian Androkae (PodVision), James Cridland (Podnews), Sam Sethi (TrueFans), Katz Laszlo and Lory Martinez (Studio Ochenta).

Africa – The sleeping giant of podcasting

Africa is the second-largest and second-most populous continent on Earth, covering about 11.7 million square miles with 54 sovereign countries and a population of over 1.4 billion people.

Research shared by The Podcast Host indicates the African podcast market is projected to grow significantly. Casual, conversational shows and lifestyle content attract the largest audiences. African Creators frequently explore gender, mental health, financial literacy, politics, and social justice.

Noteworthy shows include South Africa’s popular Podcast and Chill, investigative series like Alibi, and cultural commentary shows like Afroqueer.

Many podcasters operate on self-funded, shoestring budgets due to limited local advertising and sponsorship deals. High costs of mobile data and inconsistent internet access remain barriers for wider daily listenership.

Just as in Europe with Eurowaves and in Canada with Pod The North, Africa has a central clearinghouse for African podcasting. It’s the Substack newsletter and podcast Into The Podverse by Tony Doe.

Tony Onwuchekwa, also known as Tony Doe, is a Nigerian media consultant and podcaster. He helps creators navigate the podcasting landscape, blending practical advice with industry insight. Through Into The Podverse, he amplifies African voices and builds bridges between local and global audio communities.

Here’s an example of some of the coverage of African podcasting from the August 21, 2026 edition:

TBAY Podcast Builds Community Through Immigrant Stories | The Bridge and You Podcast shares honest journeys of Nigerians and other Africans building new lives in the UK. Host Emmanuel Damilare Adegbite and guests talk identity, ambition and the real work of settling in, creating a space where listeners feel seen. [Read More]

PodFest Naija 2026 Is Back | Africa’s biggest storytelling celebration returns on 25 September at Harbour Point, Lagos. Expect stacked speakers, a Spotify masterclass, brand partners and a room full of podcasters and creators ready to connect. Registration is open now. [Read More]

It’s Podcast Awards Season Again | The SA Podcast Awards are back with new categories and criteria. Solid Gold Podcasts offers to cover entry fees for its clients, so if you’ve got a show worth entering, now’s the time. [Read More]

African Smartphone Market Posts First Decline In Three Years As Prices Squeeze Affordability

Moreover, organizations like Africa Podfest work to connect creators and celebrate achievements every year on Africa Podcast Day (February 12). Despite structural issues and limited internet penetration, the medium is attracting audiences in search of new ideas and captivating stories. Distribution and monetization, though, remain key challenges and threaten growth in a continent where audio has always been widely consumed.

“African countries with digital innovation hubs such as South Africa, Nigeria, Kenya and Egypt have seen faster growth in podcasting. The podcasting space in Africa is buzzing, with a lot of people creating and listening to interesting stories,” says Tony Onwuchekwa.

Tony adds: Despite the rapid growth in African podcasting, monetization is still a major challenge. At the moment most African podcasts are self-funded and very few have been able to secure sponsorship or advertising deals. Hence many creators struggle to make a living from their shows.”

A global hit

Even though the industry is still in its formative years, African podcasts are gaining ground and recognition in global spaces. In a first for Africa, I Will not Grow Old Here, a podcast series produced by Radio Workshop, was nominated for one of Podcast Academy Awards in the Documentary Category. The category included powerhouses such as New York Times Serial production, We were three and Lava For Good podcast Bone Valley among others.

I Will not Grow Old Here is a three-part series focusing on the story of one young person, 23-year-old Mary-Ann Nobele, who investigates high unemployment rates among the youth in South Africa and their aspirations to succeed. She tells the story through her life and self-promise of making it out of Alexandra Township, one of South Africa’s oldest townships that experienced a lot of violence and oppression during Apartheid. Today, Alexandra Township is a melting pot, a place recognized as the birthplace of art and Amapiano music as well as a place rife with crime, gang violence, and drug abuse.

Embracing narrative audio

Narrative podcasts have become increasingly popular. African podcasters are using the format to cover themes such as true crime, history, personal stories, arts and culture.

“People love good stories,” says James Smart, Managing Editor for newsroom production at Nation Media Group.

Before assuming this role, Smart was the podcast editor at the Nation and has produced Kenya’s pioneering immersive podcast series such as Case Number Zero, an audio show digging into the disappearance of blogger and journalist Bogonko Bosire, who went missing in September 2013. The investigation pieces together clues of what might have happened to Bosire through interviews of friends and family conducted between 2015 and 2020. The series attracted over 300,000 listens in the first two weeks after its release and has garnered over one million listens ever since.

“The reception was eye-opening for us,” says Smart. “This was the first time such a story was being told in the country. It showed us that people care for any story that is told well. People cared about Case Number Zero, and they didn’t even have to have known Bogonko Bosire. They just followed the story.”

The Nigerian Index

Into The Podverse and other African journalists have reported on the all-important Nigerian Podcast Index, which documents, preserves, and makes discoverable podcasts produced in Nigeria and by Nigerians around the world. It is not a ranking, review site, or chart. It is a living record of the country’s digital audio ecosystem.



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