#009: Rethinking Podcast Success Beyond the Numbers

Podcast downloads are like shiny trophies. Easy to count, easy to chase, and there is nothing quite like the rush you feel when the numbers start climbing.

But here’s the question: do downloads actually tell the whole story of your podcast’s success?

They don't.

And here's why - downloads don’t always mean someone actually listened.

Let’s break it down.

The Difference Between Downloads and Listens

Downloads: When someone saves your episode to their device—phone, tablet, computer. Kind of like when I put a semi-interesting book on my bedside table. It’s there, but who knows when, or if, it’ll ever be opened.

Listens: This happens when someone presses play—streaming or downloaded. A listen shows they’re actively engaging with your content. It’s the difference between a podcast sitting in someone’s library and being the soundtrack to their commute.

But there’s a catch! Just because someone pressed play doesn’t mean they actually listened to the whole thing. They might’ve tuned in for five seconds, five minutes, or jumped off halfway through. The reality is, we don’t always know how much of our episode resonated—or even reached—them.

This distinction matters because your download stats might look amazing, but if people aren’t pressing play, what’s the point?

Why Engagement > Downloads
Proving someone actually listened isn’t always straightforward and this is why engagement is the real MVP (sorry - I’ve been sucked into the Premier League and Champions League this season) of podcast metrics. It’s what drives success and connection with your audience.

Think about it:

• Are listeners replying to your Calls to Action (CTAs)?

• Are they DMing you with, “Wow, this episode changed my perspective”?

• Are they sharing your podcast with their friends because it genuinely resonated with them?

That’s where the magic happens. And guess what? Those moments aren’t reflected in your download numbers.

So, instead of obsessing over downloads, double down on what really matters: connection. Here’s some ways how you can do that:

1. Ask for Feedback
   At the end of each episode, invite your listeners into the conversation. Ask a thought-provoking question or offer a fun reason to reply. This can help build a community.

2. Join the Conversation
   Find communities in your niche—whether it’s LinkedIn, Slack groups, or forums. Be generous with your expertise and contribute to the conversations happening there. By offering value, you’ll build your reputation, establish thought leadership, and draw in listeners who already trust your voice.

3. Measure Engagement
   Use surveys or CTAs to understand your audience better. If your content moves people to take action—subscribing, sharing, or even just hitting play—you’re already winning.

The Bottom Line
Podcasting is about more than stats—it’s about the people on the other side of the mic. Those numbers might make your heart flutter, but it’s the human connection that makes your podcast soar.

So, what’s your take? How do you measure success for your podcast?

Reply to this email or let’s connect on Instagram | @iamsadafbeynon and LinkedIn | @sadafbeynon 

Cheers,
Sadaf Beynon
Host | Podjunction Podcast