Why depth not downloads is the true measure of success
Someone listening on their phone
How do you measure success? Its one of the things we get asked most by the businesses and organisations we work with, “how many numbers will we get?”. Of course, you need to be able to gauge success because you need to be able to measure whether your investment in a podcast has been worthwhile so its not surprising that when it comes to podcasts, businesses are often fixated on one thing: numbers. Specifically, the number of downloads. It’s an easy metric to track and can feel like an immediate indicator of success. However, if you’re measuring the success of your branded podcast purely by download figures, you might be missing the bigger picture. Depth of connection with your audience is a far more meaningful measure of success than simply chasing bigger download numbers.
Whether you're just getting started with a podcast or already have one in the works, understanding the true value of audience engagement will help you build a podcast that drives real business growth and builds lasting relationships with your customers.
1. Why Downloads Aren’t the Full Story
It’s easy to look at your podcast’s download numbers and feel good about yourself. After all, more downloads often mean more people are listening, right? But here’s the catch: downloads don’t necessarily translate to engagement or long-term impact.
A huge number of downloads might look impressive on paper, but what do those numbers actually mean? Are people listening all the way through your episodes? Are they engaging with your content, visiting your website, or taking action based on what they hear? Without a deeper look at listener behaviour, the download number is just a vanity metric.
A study from Edison Research found that nearly 40% of podcast listeners don’t finish an episode. If your podcast has 10,000 downloads, but most listeners only hear the first few minutes before tuning out, your content may not be having the desired impact. Depth of connection means creating content that resonates deeply enough to keep people listening and coming back for more.
2. Engagement: The Key to Meaningful Relationships
Successful podcasts don’t just reach listeners - they connect with them. And a true connection doesn’t rely on sheer numbers but on creating content that resonates with your audience’s needs, challenges, and interests.
When a business creates a podcast, it’s an opportunity to build a deeper relationship with potential customers or clients. A highly engaged listener is more likely to turn into a loyal customer. That’s where depth of connection comes in but how can you measure this?
Here are some ways to evaluate the connection you’re creating with your audience:
Listener Feedback: Are your listeners leaving comments, writing emails, messaging on social media? Genuine feedback - whether positive or constructive - is a sign that your podcast is sparking conversations.
Listener Retention: Are people listening to your podcast consistently? A loyal audience that tunes in every week is worth more than a one-time listener who downloads a few episodes but never returns.
Conversions and Actions: Are listeners taking action as a result of hearing your podcast? Whether it’s subscribing to your newsletter, visiting your website, or making a purchase, conversions are a direct reflection of how your podcast is influencing your audience.
Brand Advocacy: Are listeners recommending your podcast to others or sharing it with their network? This is a powerful indicator of deep connection. It means that your content has resonated with them enough to make them want to spread the word.
These markers of engagement, rather than just raw download numbers, are a better reflection of your podcast’s true success.
3. The Power of Niche Audiences
One of the greatest strengths of podcasts is their ability to target highly specific audiences. A well-targeted podcast can attract a smaller, but more dedicated and engaged audience. A show that speaks directly to the challenges, needs, and interests of a particular niche can build a loyal following that feels like a personal connection.
For example, let’s say your business is focused on sustainable fashion. A podcast that dives deep into the environmental impact of the fashion industry, shares insights on eco-friendly practices, and interviews thought leaders in the space may attract a smaller, yet highly engaged audience of eco-conscious consumers. Those listeners are far more likely to turn into long-term supporters of your brand than someone who casually downloads your podcast and moves on.
Focusing on a niche audience allows you to create more meaningful, specific content. It’s not about how many people listen; it’s about whether the right people are listening and engaging with your brand. The value of a deeply engaged, loyal audience in a niche market often outweighs the fleeting popularity of a broad but shallow following.
4. Quality Over Quantity: The Long-Term Game
Many businesses get caught in the numbers game - trying to increase downloads, expand their reach, and grow their audience as quickly as possible. But this can lead to a focus on quantity over quality. Growing a podcast is a marathon, not a sprint.
Focusing on building a loyal, engaged audience will deliver more sustainable growth in the long run. When listeners feel a real connection to your brand, they’ll stick around longer, recommend your podcast to others, and become brand advocates. Over time, these loyal listeners will help you grow your reach organically, without the need for heavy advertising or other costly tactics.
By consistently providing valuable, relevant content and fostering engagement with your audience, you’re creating a podcast that has lasting influence. That’s what drives long-term success—not just big numbers.
5. The Business Impact of Connection
At the end of the day, the goal of your branded podcast is not just to build an audience, but to build a relationship that benefits your business. And those relationships are far more valuable than a sea of faceless downloads.
A podcast that builds a deep connection with listeners has the power to:
Increase brand loyalty: Engaged listeners who trust your brand are more likely to become repeat customers.
Drive conversions: A strong connection can inspire listeners to take the next step, whether that’s signing up for a webinar, purchasing a product, or booking a service.
Encourage word-of-mouth marketing: Loyal listeners are more likely to share your podcast with their network, helping you expand your reach in a more meaningful way.
In fact, research by HubSpot found that 80% of people are more likely to purchase a product after listening to a branded podcast. This is a testament to the power of deep audience engagement and how it can directly impact your bottom line.
6. Conclusion: Rethink What Success Means for Your Podcast
If you’re measuring the success of your podcast purely by the number of downloads, it’s time to take a step back. True podcast success lies in the depth of connection you create with your audience. Focus on building relationships, engaging listeners, and creating content that resonates deeply with your target audience.
Ultimately, it’s not about how many people listen to your podcast - it’s about how many of those listeners become loyal, engaged fans who see value in what you do. These are the listeners who will stick around, support your business, and help you grow. These are the listeners who you stir into action.
So, instead of obsessing over your download numbers, ask yourself: Are you building real connections with your listeners? Are you creating value that keeps them coming back? If the answer is yes, then your podcast is on the path to success.
Want help with your podcasting and storytelling to help generate that depth of connection? We deliver comprehensive, practical and hugely fun training which deep dives you into the anatomy of good storytelling and every aspect of podcast production so you can get the most out of your podcast, brand and business. If you want to learn more about the training we offer, visit our training page and get in touch