What is Downloads?
A podcast download is counted when a listener's app or device requests and receives your episode's audio file from the hosting server. Downloads are the foundational metric for podcast measurement, but not every file request counts as a valid download under industry standards.
What Counts as a Download:
According to the IAB Podcast Measurement Guidelines, a download must meet specific criteria:
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Minimum File Transfer: At least 60 seconds worth of audio data (or 1 byte for files shorter than 60 seconds) must be transferred. This prevents counting abandoned requests or failed transfers.
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Filtered Traffic: The request must pass bot filtering—automated traffic from crawlers, pre-fetching services, and bots doesn't count.
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24-Hour Deduplication: Multiple requests from the same listener (identified by IP address + User Agent) within a 24-hour window count as a single download. This prevents inflating numbers when someone re-downloads or switches devices.
Downloads vs. Streams:
Technically, most "streaming" in podcast apps is still a download—the app requests the file progressively rather than all at once. The distinction matters less than you might think:
- Progressive Download: File downloads in chunks as you listen (most apps)
- Full Download: Entire file downloads before playback (offline listening)
- True Streaming: Continuous connection without file storage (rare in podcasting)
All of these count as downloads if they meet the threshold requirements.
Downloads vs. Listens:
Downloads measure file transfers, not actual listening. A download occurs when:
- An app auto-downloads new episodes (subscriber may never listen)
- Someone starts an episode but stops after 10 seconds
- A listener plays the full episode twice
This is why unique listeners and consumption metrics provide additional context beyond raw download numbers.
Why It Matters
Downloads remain the primary currency of podcast measurement, directly impacting your show's perceived success and monetization potential:
Monetization & Sponsorship Advertisers buy podcast ads based on CPM (cost per thousand downloads). Your download numbers directly determine:
- How much sponsors will pay for ad placements
- Whether you qualify for premium ad networks
- Your negotiating leverage with direct sponsors
Industry Benchmarks Downloads let you compare your show's performance against industry standards:
- Top 1%: 35,000+ downloads per episode (within 7 days)
- Top 5%: 6,200+ downloads per episode
- Top 10%: 2,900+ downloads per episode
- Top 25%: 1,000+ downloads per episode
- Median: ~120 downloads per episode
Note: Benchmarks vary by source and methodology
Growth Tracking Consistent download measurement helps you:
- Identify which episodes resonate with your audience
- Spot trends in subscriber growth or decline
- Measure the impact of marketing efforts
- Compare performance across seasons or formats
Platform Requirements Many opportunities have download thresholds:
- Ad networks often require 5,000-10,000+ monthly downloads
- Podcast awards may have minimum download requirements
- Media coverage tends to focus on shows with proven audiences
The Limitations of Downloads Downloads don't tell the whole story:
- They don't measure how much of an episode was actually heard
- Auto-downloads inflate numbers with unlistened episodes
- They can't distinguish casual samplers from devoted fans
That's why sophisticated analysis combines downloads with unique listeners, consumption rates, and engagement metrics.
How to Use This in Dispatch
Dispatch provides comprehensive, IAB-compliant download analytics:
Episode Downloads View downloads for individual episodes with:
- Total downloads (all-time)
- Downloads by time period (24 hours, 7 days, 30 days, 90 days)
- Download trends over time (daily/weekly graphs)
- Comparison to your show's average performance
Show-Level Analytics See aggregated metrics across your entire podcast:
- Total downloads across all episodes
- Average downloads per episode
- Download velocity (how quickly new episodes accumulate downloads)
- Historical trends and growth rates
Breakdown Reports Understand where your downloads come from:
- By App: Which podcast apps your listeners use (User Agent data)
- By Geography: Countries and regions of your audience
- By Device: Mobile vs. desktop breakdown
- By Time: When downloads occur relative to publish date
What's Already Filtered Your download counts automatically exclude:
- Bot traffic and automated requests
- Duplicate downloads within 24-hour windows
- Requests below the minimum transfer threshold
- Known data center and proxy traffic
Export & Reporting Download your analytics data for:
- Sponsor reports and media kits
- Personal record-keeping
- Advanced analysis in external tools