As podcasters, we've all been there. The day after releasing a new episode, we eagerly check our download numbers, hoping to see that magic figure tick upwards. It's a rush, isn't it? Watching those numbers climb feels like validation – proof that our voice matters.
But what if I told you we've been looking at the wrong metric all along?
The Fallacy of Download Numbers
For years, the podcasting world has been obsessed with download numbers. They've become our currency, the measure by which we judge success. We compare our figures with others, feel envy when someone's show grows faster, and even base monetization strategies on reaching certain download thresholds. This is covered in greater detail on the recent episode of the podcast about podcasts, The Podcast Powerhouse.
But here's the truth: download numbers are often an illusion.
The Apple Shake-Up
In September 2023, Apple made a small but significant change to their iPhone operating system. They turned off automatic downloads for podcasts. The result? Some of the biggest shows in the world saw their download numbers plummet by over 40%. Smaller shows weren't spared either, with many experiencing declines of 10-25%.
This change exposed a hard truth: download numbers weren't accurately representing a show's true popularity. They were counting passive downloads for listeners who hadn't tuned in for years.
The Holy Grail of Podcast Metrics
So, if not downloads, what metric should we be focusing on? Enter the listen-through rate.
The listen-through rate is the percentage of your episode that, on average, listeners actually consume. It's a direct measure of engagement and the true value your audience is getting from your content.
Why Listen-Through Rate Matters
1. It measures real engagement: Are people hanging on your every word or tuning out after two minutes?
2. It reflects content quality: High rates mean you're consistently delivering value throughout your episode.
3. It indicates loyalty: Listeners who consume entire episodes are likely to become dedicated fans.
4. It's valuable for monetization: Sponsors care about this metric because it shows their message is being heard.
5. It aids discoverability: Many platforms use listen-through rates in their recommendation algorithms.
What's a Good Listen-Through Rate?
While it varies by genre and episode length, generally:
- 70-80% is excellent
- 50-70% is good
- Below 50% suggests room for improvement
Improving Your Listen-Through Rate
The key to a high listen-through rate is simple but not easy: Create great content for the right audience. Here's what that means:
1. Provide value: Listeners should learn something or be entertained (ideally both).
2. Structure well: Have a clear beginning, middle, and end.
3. Respect time: Make every minute count.
4. Be consistent: In quality and delivery.
5. Stay authentic: Your unique voice is what makes your podcast stand out.
The Bottom Line
In the world of podcasting, it's not about how many people start listening – it's about how many keep listening. When you prioritize engagement over raw download numbers, you're focusing on building relationships with your listeners. These relationships are what will sustain and grow your podcast in the long run.
So, the next time you're tempted to check your download numbers, pause. Instead, dive into your listen-through rates. As discussed on the best podcast for people starting their own podcast, The Podcast Powerhouse - that's where the real insights lie, and that's what will guide you to create better content, build a more engaged audience, and ultimately grow a more successful podcast.
Remember, in podcasting, quality trumps quantity every time. Focus on creating content that keeps your listeners engaged from start to finish, and success will follow.
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