From Downloads to Engagement: Navigating Podcast Metrics

Understanding podcast metrics is crucial for both creators and listeners, as it provides insight into how content is consumed and appreciated. In this episode, we break down key metrics like downloads, listens, and followers, clarifying what these numbers truly mean for podcast success.

Takeaways:

• Understanding podcast metrics is crucial for podcasters to gauge their success accurately.
• Not all downloads equate to actual listens; engagement is a more reliable metric.
• The Interactive Advertising Bureau (IAB) provides standards for measuring podcast downloads effectively.
• Apple Podcasts defines an engaged listener as someone who listens for at least 20 minutes.
• Followers are essential as they represent a podcast's loyal community and engagement level.
• High listener engagement suggests quality content, making it appealing to new potential listeners.

Companies mentioned in this episode:

• IAB
• Spotify
• Apple Podcasts

Products Used for Be a Better Podcaster

Note: these may contain affiliate links, so I get a small percentage of any product you buy when using my link.

Equipment:

• Google NotebookLM
• Hindenburg Pro
• Auphonic

Recommended resources:

• Captivate.fm
• Substack
• Boomcaster remote interviewing

Be a Better Podcaster is a tips and growth podcast brought to you by Jamie and Jaayne. These are AI hosts - their voices are auto-generated, reading content created by Danny Brown, host of One Minute Podcast Tips and 5 Random Questions.

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Episode Transcript

(00:21):
Hey, everyone. Welcome back.Ready to dive in? Today, we're tackling
something. Well, it can feel kind
ofmysterious. Podcast metrics.
Yeah, numbers, data. It canseem a bit overwhelming for some
people, right?
Like, we hear about downloads,listens, followers, but what do they
all really tell us? And more importantly,
should we even care?

(00:42):
That's what we're here to findout. We're gonna break it all down,
make it clear as day.
Music to my ears. Now, a bunchof our sources mention the IAB, the
interactive advertising bureau. I'll
be honest, I didn't really get what
they had to do with podcasts at first.
Did you?
So, the IAB, they're kind oflike the rule setters, you know?
They've laid down these standards
for howwe measure a podcast's success. And
honestly, it's for the best. Like,
not all downloads are actually listens.

(01:05):
Go along. What? How's thateven possible?
Think about it. You mightaccidentally download something or
your app glitches and download the
whole bunch of episodes you don't
even want. Right?
Oh, true. That's happened to me.
Exactly. So the IAB decidedthat for a download count to be certified,
it has to reflect some actual listening.
Someone's got to hit play for at
least a minute, or at least download
enough of the file for us to assume
they listen that long. It just makes
the data much more reliable.

(01:33):
Ah, that makes a lot moresense. So if you're a podcaster who
switches to an IAB certified host,
you might actually see your download
numbers drop?
Yep. And that can be scary, right?
Totally. But it doesn't meanyou've lost listeners, just that
thenumbers are more honest now.
Precisely. Transparency is key.
Okay, so we're getting aclearer picture of downloads, but
at the end of the day, it's about
whether people actually listen to
the content. Right. Engage with it.

(02:00):
You got it. Downloads are justthe first step.
So, how do we figure out thelistening part? Our sources talked
about how different platforms like
Spotify and Apple podcasts track
this differently.
Yeah, it can get a littleconfusing. Spotify, they use starts
for any time someone hits play. Like,
even just a second counts as a start.
But for it to be a stream which aligns
with those iab standards, you need
at least a minute of listening.

(02:26):
Makes sense. So what aboutApple podcasts?
They use plays, which issimilar to starts on Spotify, anything
over 0 second. But then they have
this other metric, the engaged listener.
And that's where it gets really interesting.
Engaged listeners. Tell memore. That sounds promising.
Right. So an engaged listeneron Apple Podcasts has listened for
at least 20 minutes, or 40% of the
episode, whichever is less.

(02:48):
Wow. That's a pretty goodchunk of the episode. So if a podcast
has a lot of those engaged listeners,
that's a good sign for potential
listeners.
Absolutely. Think of it thisway. Have you ever picked up a book
and the pages are all dog eared,
maybeeven underlined? That usually means
it's a good read, right? Someone
was engaged.
Oh, yeah, for sure. I totallysee the connection. So basically,
highengagement means other people are
hooked, so we probably will be, too.

(03:13):
Exactly. Word of mouth, but indata form.
I love it. All right, so we'vecovered downloads, we've tackled
listens, but there's still one more
piece to this puzzle. Followers.
It's likethe loyal subscribers of the podcasting
world, right?
Right on. Followers are theones who subscribe often have that
auto download setup there, your ride
or dies right there. Waiting for
your new episode to drop.

(03:36):
Exactly. They're the onesleaving those excited comments, sharing
it with their friends, really boosting
the show's visibility.
Absolutely. And for you, as alistener, a healthy, active follower
base is a great sign. It means there's
a community, people to chat about
theepisodes with. Often means the creator's
really invested, too, putting out
quality stuff consistently.

(03:57):
That's such a good point. Itshows a level of commitment. Okay,
wow. We really unpacked that. We
went from a jumble of jargon to actually
understanding what those numbers
mean.Downloads, listens, followers, they
all tell a piece of the story.
And you know, the coolest partis, now that you know this, it can
totally change how you find and connect
with podcasts.
Totally. Like, imagine lookingat those metrics before you even
hitplay. It's like a sneak peek into
what other listeners think.

(04:22):
Exactly. So the next timeyou're browsing for a new podcast,
seewhat those numbers tell you. You
might just discover your next favorite
show based on the data. And hey,
whoknows? Maybe this inspires you to
start your own podcast and build
yourown community.
Now that's what I call foodfor thought. Thanks for joining us
on this deep dive, everyone. Until
next time, close.