Podcast Downloads: What They Mean and How to Grow Them
Downloads are the primary metric for measuring podcast success. Understanding what they mean—and what they don't—helps you set realistic goals.
What Counts as a Download?
The IAB (Interactive Advertising Bureau) defines a download as:
- Audio file requested from server
- Unique listener (by IP + user agent)
- Within a 24-hour window
Industry Benchmarks
Based on industry research:
- Top 1% of podcasts: 35,000+ downloads per episode
- Top 5%: 8,000+ downloads
- Top 10%: 3,400+ downloads
- Top 25%: 1,000+ downloads
- Top 50%: 125+ downloads
Most podcasts get fewer than 150 downloads per episode. If you're above that, you're doing better than average.
Increasing Your Downloads
Content Quality
Nothing beats great content:
- Solve real problems for your audience
- Be consistent in quality and schedule
- Create episodes people want to share
Discoverability
Help new listeners find you:
- Optimize titles and descriptions for search
- Submit to all major directories
- Appear on other podcasts as a guest
Audience Engagement
Turn listeners into promoters:
- Ask for shares and recommendations
- Build a community
- Respond to listener feedback
Downloads matter, but also consider engagement, community, and real-world impact.