The COVID-19 pandemic of 2020–2021—and the lockdowns and isolation measures that followed – forced cultural institutions worldwide to suspend normal operations. According to the International Council of Museums (ICOM), as many as 98% of European cultural institutions were temporarily closed during the first year of the pandemic, with 12% pushed to the brink of permanent closure. Polish institutions were no exception. Cut off from visitors, they faced mounting challenges and an urgent need to adapt. Health restrictions compelled them to explore alternative ways of operating and staying connected with audiences. Podcasts emerged as a powerful solution – offering flexible, engaging audio content that could reach listeners anytime, anywhere.
The rise of museum podcasts
The phenomenon of “museums you can listen to” has been examined by Prof. Anna Jupowicz-Ginalska and Dr. Martyna Dudziak-Kisio from the Faculty of Journalism, Information, and Book Studies at the University of Warsaw, in collaboration with researchers from the Czech Republic and Slovakia. As the scholars note, these countries share not only geographic proximity but also cultural similarities – and all three implemented strict public health measures that significantly disrupted museum operations.
The numbers illustrate the scale of the sector. In 2022, Poland’s 963 museums and museum branches welcomed 36.7 million visitors. In the Czech Republic, 479 museums attracted 1.46 million visitors in 2021, while in Slovakia, 112 museums recorded 2.79 million visits that same year.
The study used qualitative content analysis. Researchers first identified the ten most-visited museums in each country, then narrowed the sample to institutions that produced their own podcasts. The final selection included six museums in Poland – among them the National Museum and the Royal Castle in Warsaw – along with two in the Czech Republic and three in Slovakia. The team analyzed data collected between 2019 and 2022 from platforms such as Spotify, SoundCloud, and Apple Podcasts, as well as museums’ social media activity. Among other factors, they examined the number of episodes produced, as well as distribution and promotion strategies.
Poland: a podcast leader
The findings are clear: Poland emerged as the undisputed leader in museum podcasting. Many Polish institutions had already begun experimenting with the format before the pandemic, allowing them to pivot quickly once restrictions were imposed. The year 2021 – when lockdown measures were at their strictest – marked a record high in podcast production. Poland also outpaced its neighbors in the number of museums adopting the medium. Although output declined after 2021, podcasts have remained a lasting component of museum communication strategies.
In contrast, podcasting in the Czech Republic and Slovakia developed more gradually, likely due to more limited experience with digital tools. For instance, the National Museum in Prague did not launch the first season of its podcast – featuring curator interviews – until 2021. Interestingly, while podcast interest in Poland dipped in 2022, it continued to grow in the Czech Republic.
Culture that engages
Researchers emphasize that museum podcasts are more than just educational tools – they are becoming platforms for deeper, more emotional engagement. The Royal Castle in Warsaw, for example, uses artworks as entry points for storytelling, weaving narratives about the historical periods in which they were created. Meanwhile, the “O Auschwitz” (About Auschwitz) podcast stands out for extending the visitor experience beyond the physical site, bringing the history of the Holocaust – so significant in Poland’s history – closer to global audiences. Notably, it is also the only podcast in the study available in English.
By embracing podcasting, museums have expanded far beyond their physical walls, creating new kinds of cultural experiences. These audio initiatives demonstrate how traditional institutions can successfully harness modern technology to connect with both loyal visitors and entirely new audiences.
“Podcasting is not just a response to the pandemic crisis – it has become a permanent element of museum strategy,” says Dr. Martyna Dudziak-Kisio. “From promoting activities to building long-term relationships, podcasts offer a wide range of applications that make them an exceptionally valuable tool in the cultural sector.”
Distribution strategies varied across countries. Podcasts were shared primarily via major streaming platforms and museum websites. When it came to social media promotion, Slovak museums proved the most active, using all available channels – including TikTok, which institutions in neighboring countries largely ignored. Czech museums relied on Facebook, Instagram, and Twitter, while Polish institutions focused mainly on Facebook and YouTube. Researchers note that this is surprising, given the popularity of other platforms among younger audiences. Expanding promotion to channels like TikTok, they argue, could significantly boost interest among younger listeners.
Innovation in culture
This research forms part of a broader project under the VEGA program, which explores the transformation of media communication in the digital age. Collaboration with partners beyond academia has helped bridge theory and practice, offering museums valuable insights into managing culture in innovative ways.
The findings from this international team underscore a crucial point: digitization in museums is not just about adopting new technologies – it requires thoughtful, effective communication strategies. Initiatives like podcasts make it possible to build deeper relationships with audiences and promote culture on a truly global scale.
The text was originally published in Polish on the Serwis Naukowy UW website on March 19, 2025
