Podcast Downloads: How Many Is Good and Why You Should Never Buy Downloads

Are you setting the right goals for your podcast? It’s easy to get caught up in the allure of high download numbers, but they don’t always equate to true podcasting success. The truth is, your podcast’s purpose should dictate what metrics truly matter. Are you hoping to build a loyal listener community around a shared passion? Do you dream of turning your podcast into a profitable business venture through advertising or sponsorships? Maybe your podcast is a strategic tool meant to drive traffic to a website or establish yourself as an expert in your field. Understanding your unique goals from the outset will empower you to focus on the metrics that provide the most valuable insights for your podcast’s journey. It will also save you a lot of time and energy.

Define Your Podcast’s Purpose First

Before you worry about tracking anything, ask yourself these key questions:

• Monetization: Do you dream of securing ads or sponsorships? Here, audience size is important, but your niche and listener engagement are just as crucial.
• Brand/Business Building: Your podcast may drive traffic to a website, sell products or services, or establish you as an expert. It can also work as the inverse and pull in traffic on its own, and then send website viewers to the podcast to become listeners. Downloads are less vital than using your show and site as a powerful lead-generation tool.
• Personal Passion: If your podcast is a joyful hobby, a dedicated community of like-minded listeners might be far more fulfilling than massive download numbers.

This matters because it can drastically change how you promote your podcast.

Podcast Downloads: A Key Metric, But Not the Only One

Let’s be clear: Downloads are still important! They indicate your potential reach. However, understanding your goals helps you target a download number that makes sense for your podcast’s success.

NOTE: Buying podcast downloads will not result in an engaged audience and will not help you accomplish your goals. Do THIS Instead…

• Downloads Defined:  A download happens when someone saves your episode file. It doesn’t guarantee they’ve listened to the whole thing, but it’s a sign of interest. However, engagement metrics like average listen time are even more important. If listeners are only tuning in for a short period, it might be a sign that your content isn’t resonating or that your episode lengths are too long. It’s important to track how long listeners are sticking around for each episode and to analyze where any drop-offs are happening. This will allow you to analyze the episodes for areas for improvement and ensure your content is engaging throughout. It will also tell the algorithm that people like your show, and that will help it slide up in the charts.
• The Growth Mindset: Comments, reviews, and social media buzz indicate a loyal audience, which is attractive to sponsors, builds your brand and enhances the joy of podcasting.

What’s a ‘Good’ Number of Podcast Downloads?

There’s no one-size-fits-all answer. It depends heavily on your goals and your niche. Some statistics from recent Podcast MarketingTrends reports can offer context, but focus on your growth above all else.

The Growth Mindset

Regardless of your goal, growth matters. Tracking download trends over time is more revealing than single-episode stats. But remember, audience interaction matters equally, if not more. Comments, reviews, and social media buzz indicate a loyal audience, which is attractive to sponsors, builds your brand and enhances the joy of podcasting.

Conclusion

Downloads are one piece of the puzzle. Understanding your goals helps you choose the metrics that matter most to YOUR podcast. Focus on creating valuable, helpful, content, and the right audience (and the right numbers) will follow.