How Many Podcast Downloads Should I Be Getting?

“Hi Adrienne! My name is [REDACTED], and I’m a reporter with NBC News.”

This must be a spam message, I think to myself.

But the account has a blue checkmark, and when I click on it there are tons of videos of this person’s actual real-life reporting.

So I shift uncomfortably in the metal bleachers I’m forced to sit on (as I complete my lunch duty at school) and continue reading.

“I’m reaching out because I’m working on a story about podcasters reacting to Spotify’s new rollout for Podcasts, which will show how many plays each episode gets. I saw you posted to Threads about this and I wanted to see if you would chat with me about your concerns for this rollout.

This will be for a written article on NBC News’ website. Let me know and thank you!”

Whaaaaaaaat?!?

Idk about you, but I’m not the kind of person who ends up in the news.

For a sassy loudmouth, I behave very legally. I hate confrontation. I avoid drama like it’s a low-rise jean. And I absolutely hate getting in trouble or being the center of attention in most ways.

So I was surprised, but I was also PISSED.

You see, when I read the news from Spotify all I could think of were my clients and other people I’ve talked to who have a lot of fears surrounding their choice of starting a podcast, especially the fear of it never taking off and gaining visibility.

Thus, when Spotify announced it would show play counts on every episode, I had some thoughts.

And that’s when the reporter contacted me to write this article, which ended up featuring my perspective on why this was problematic for podcasters!

And guess what???

After all the pushback and hullaballoo (which I’m so proud to have contributed to), Spotify announced:

“Play counts will be presented to Spotify users as incremental milestone markers once an episode reaches 50k plays. Until an episode reaches 50k plays, no markers, including play counts, will be visible on the episode.

Once 50K plays are reached, the plays indicator on your episode will automatically be updated to the next milestone: 50K, 100K, and so on, as the episode continues to grow.”

Hooray for the revolution!

You might be wondering why I and others made such a huge fuss about Spotify’s initial announcement.

How much should you even care about your downloads?

Let’s talk about it!

What’s the Deal with Downloads?

Streams? Downloads? Plays? What the heck is the difference?!?

Let me break it down for you:

Downloads refers to the number of times a podcast episode has been downloaded to a device for offline listening. This is primarily how podcasts were consumed in the past, and this was the OG important metric that advertisers cared about.

Streams are the amount of times a podcast episode has been streamed in a streaming service, such as Spotify or Apple podcasts.

And in Spotify, plays are the number of times a podcast episode has been streamed for at least 60 seconds within the Spotify app.

But most people use the word “downloads” to refer to the total amount of times a podcast episode has been played, streamed, or downloaded.

Ok, now that we got semantics out of the way…

What Is a “Normal” Amount of Downloads to Have?

And this is where I say the dreaded, iT dEpEnDs.

Downloads will vary widely from podcast to podcast depending on a bajillion factors, but here are the average numbers so you can see how your podcast compares:

If your new episode gets, within seven days of its release:

• More than 28 downloads, you’re in the top 50% of podcasts.
• More than 109 downloads, you’re in the top 25% of podcasts.
• More than 462 downloads, you’re in the top 10% of podcasts.
• More than 1,101 downloads, you’re in the top 5% of podcasts.
• More than 4,707 downloads, you’re in the top 1% of podcasts.

[Source]

If you’ve never seen these numbers before, I bet you’re in a state of shock.

I’ve said before that podcast downloads are pricier than social media views because your listeners have to go out of their way to find the episode and choose to click.

And the numbers show it! About half of all the podcast episodes in the world get less than 28 downloads in a week after release.

Let that sink in.

What Do Podcast Downloads Actually Tell You?

Downloads tell you that people:

A) Found your podcast episode.

B) And that something (it could be the episode title, the show notes, the cover art, the fact that they listen to ALL of your episodes…) motivated them to press play and listen for at least a grand total of…

drum roll please

SIXTY SECONDS

I know!!!

When you look at it that way, you realize that downloads leave a TON of interesting data out of the picture.

They don’t tell you whether or not people feel engaged with your episodes.

They don’t tell you what exactly prompted them to press play.

And they surely don’t define whether or not you have what it takes to be a podcaster!

All they do is give you an overall idea of your podcast’s visibility and attractiveness, both of which can be addressed and improved upon.

What Downloads Don’t Measure

Here’s what download numbers can’t tell you:

Listener engagement – Did they listen to 30 seconds or the entire episode? Did they skip around or listen straight through?

Emotional connection – Did your episode resonate? Did it make them laugh, think, or feel seen?

Action taken – Did they subscribe? Share it with a friend? Visit your website? Sign up for your offer?

Loyalty – Are these new listeners or devoted fans who download every single episode the second it drops?

These metrics matter SO much more than raw download numbers, but they’re harder to track and don’t fit neatly into a dashboard.

So How Much Should You Actually Care About Downloads?

Downloads matter, but they’re not the whole story.

If you’re trying to land sponsors or prove your podcast’s reach, yes, downloads are important. Advertisers want to see those numbers.

But if you’re podcasting to:

• Build deeper connections with your audience
• Establish authority in your field
• Support your existing business or offers
• Share your message with people who need it

Then a smaller, engaged audience is infinitely more valuable than thousands of passive listeners who bail after 60 seconds.

I’d rather have 50 people who listen to every episode, share it with friends, and become clients than 5,000 downloads from people who never make it past the intro.

Your download numbers don’t define your worth as a podcaster.

They’re one data point among many. They tell you about visibility and initial interest, but they don’t tell you about impact, connection, or the value you’re creating for your listeners.

So next time you feel discouraged over your number of downloads, remember what the numbers are really telling you: that people found you and gave you 60 seconds of their attention in a world full of distractions.

That’s already something worth celebrating.

And if you want to improve those numbers? Focus on making your podcast more discoverable (SEO-friendly titles, compelling show notes, consistent promotion) and more engaging (strong hooks, valuable content, authentic delivery).

The downloads will follow.

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Thanks for reading! 🥂