The One Thing More Important than Podcast Downloads

If you’ve been obsessing over your podcast download numbers (or lack thereof?) this episode is for you. I sat down with Tom Rossi, co-founder of Buzzsprout, to dive deep into how we should really be measuring podcast success. Spoiler: it’s not just about downloads (but something tells me you knew that already).

Tom shares why the industry’s hyper-focus on numbers steals the joy of podcasting, and the mental shift that will completely change how you measure your podcast’s success. He also drops some key stats (ever wonder how many podcast downloads it actually takes to be in the top 10% of podcasts?) and reveals the one key question to ask yourself to see the true impact your podcast is making, no matter how many downloads you’re currently getting.

So if you’ve ever felt like quitting because your numbers aren’t where you want them to be, this one’s for you. Read on and find out why podcast downloads actually tell us very little about a show’s true impact.

Why Podcast Downloads Don’t Tell the Whole Story

Ah, downloads — the stat that every podcaster loves to hate. We obsess over the numbers, hitting refresh on our analytics dashboards like it’s our full-time job. And yet, Tom points out a crucial truth about this industry obsession: “People love stats, like to an unhealthy degree most of the time.” The dark side of this obsession with podcast downloads? They can distract us from what really matters.

Tom shared the story of a podcaster with a grief-focused show who kept questioning her success based on her download numbers. “How do you measure success for that podcast?” he asked. “The impact that a podcast like that can have on people who are moving through arguably one of the most difficult seasons of their life?” In other words, reducing the value of your podcast down to a download count does you a huge disservice. And as soon as you start comparing your show to the top 1% or even the top 0.05% of podcasts, well — “it can suck the motivation out of you,” Tom explains. And he’s spot on.

The question Tom posed to this host — and it’s one we should all ask — is simple but profound: What does success mean for you? For that podcaster, it wasn’t about downloads, it was about being a lifeline to people in their darkest moments. And if your ultimate goal is to reach a wider audience with your message, sometimes one truly engaged listener who hangs on your every word and who wouldn’t have known about you otherwise if your podcast didn’t exist, means more than a hundred casual listeners who only listen to a few minutes of each episode.

A Powerful Way to Stay Motivated in Podcasting

That said, it’s not uncommon to hit a wall and wonder if keeping your show going is worth it. If you’re there right now, you’re not alone. You might be putting in hours every week, checking those download numbers, and still not seeing the growth you hoped for. And when the numbers don't meet expectations, it can feel like your hard work is for nothing. 

But here’s the thing: relying on downloads for motivation is like relying on the weather to decide your mood. Podcast downloads don’t tell the whole story. (And there’s a ton of confusion around what downloads actually represent). When we talk about podcast downloads, we’re really talking about how many people saved an episode to their device — but that doesn’t guarantee they listened. Some podcast players download episodes automatically, even if the listener doesn’t hit play. Listens, on the other hand, tell us when someone actually presses "play" and engages with an episode. But podcast metrics don’t reveal whether listeners finished the episode, skipped around, or truly connected with the message.

So like Tom says. “If you’re feeling deflated by low numbers, it’s time for a different perspective. Ask yourself: why did I start this podcast in the first place?” For most of us, the answer is something bigger than podcast downloads. It’s about reaching real people and making a difference. And once you reconnect with that purpose, numbers start to matter less.
While we all want people listening to and engaging with our podcast, these metrics only give you a snapshot of interest rather than impact. So next time you’re tempted to hinge your motivation on them, remember that true podcasting success isn’t about reaching the highest number of downloads, it’s about reaching listeners in a meaningful way. And when you focus on that, you’ll find a motivation far deeper than any metric could provide.

The Real Stats Behind Today’s Top-Performing Podcasts

Curious where your show stands? Tom pulled back the curtain on some eye-opening stats, revealing what it really takes to rank among the top podcasts. The top 1% of podcasts on Buzzsprout? 4,643 downloads in the first week. “That’s it,” Tom says, “and the top 10% is just 459. The top 50% is 28.” 

The key here is not to let these numbers define your worth. As Tom put it, “It’s worth looking at, but it just shouldn’t define your success.” Use them as a benchmark, not an end goal.

The One Question to Ask Before You Quit Podcasting

If you’ve ever found yourself staring at your stats, wondering if it’s time to quit, Tom has one question for you: Is it worth it to you? Imagine those listeners you already have, sitting in a room, listening to what you have to say. “If I had 28 people in the room,” Tom shares, “and I got to speak the words that I’m speaking, is that successful enough for me?”

Imagine each download as a person who’s chosen to spend their time with you. What’s that worth to you?

Podcasting, at its core, is about reaching people and sharing ideas that matter. Sure, we’d all love a million downloads, but we also all know that the numbers themselves don’t define our success. Knowing the impact you’re having on real lives — that’s what makes a podcast worth the time and effort. And if you’re not sure you’re making an impact? Find a way to reach out to your listeners and ask them. “Get on a call with them,” Tom says. “Talk to them. Let them tell you why they listen, and you’ll see the impact your podcast is making.”

So, next time you’re tempted to let the numbers dictate your podcasting future, remember the real reason you’re here. For most of us, it’s not the downloads or the stats, it’s the freedom to use your voice in a meaningful way and the connections you make because of it that makes your journey as a podcaster worthwhile. 

And if you’re an established coach, consultant, or creator who’s ready to grow your podcast audience (even if it feels like nothing’s worked so far) or you’re ready to launch a podcast that grows your audience and your business from day one, we’d love to help.  Register for our next live workshop (or) book a free strategy call with our team, and let’s work together to build a podcast that actually grows your business.

Or for more free advice on starting a podcast, growing a podcast, and turning your listeners into high-paying clients, make sure you hit “Follow” for Insider Secrets to a Top 100 Podcast on your favorite podcast app so you never miss a new episode.

Up Next: 

Coming up in the next episode, I’m diving into a recent audit we did of a PodLaunch® client’s podcast description. We’ll break down what was missing, why it caused listeners to scroll past her show, and the small but powerful tweaks that can help you grab the attention of new listeners — even those who’ve never heard of you. So if you’re ready to use listener psychology to stop getting overlooked and start turning new listeners into loyal fans, don’t miss the next episode!