What makes a podcast download?

A podcast download is when a listener receives a link to an episode posted on your podcast and listens to the audio (or video if it’s a video podcast). How is this being tracked?

Podcast episodes will have a unique URL, and the podcast itself will have a unique RSS feed for the podcast. The RSS feed is automatically updated on a regular basis. Many podcasting platforms (including Apple Podcasts) will regularly check RSS feeds for new episodes. All of this happens in the background without the podcast owner having to do any extra work (other than adding new episodes to the hosting platform).

When a listener clicks “subscribe” to the podcast, they are actually agreeing to be notified by the RSS feed of any new episodes. These episodes will automatically download to your podcast listening device (smartphone or computer). This allows the listener to access and listen to the episodes at their convenience.

When a listener receives the episode file through the RSS feed, it’s called a “download.” The rules for counting downloads have changed over the years. It used to be a “download” when a listener accessed the RSS feed and received the episode on her device. Today, a download is not counted until a specific amount of the episode has been listened to (played). This is typically around 2-3 minutes.

What does this all mean?

If someone wants to hear more episodes of your podcast, they’ll click “subscribe” to your RSS feed. Any new files you produce will be automatically sent to them. To be compliant, you typically won’t see a download stat in your analytics until the listener actually clicks “play” and has consumed at least the first few minutes of the podcast.

Although downloads are important (at least to the podcaster), what really needs to be tracked is the amount of listening time spent by the average listener. That’s what many potential advertisers will consider if they’re considering investing ad revenue with your podcast.

If you get 1,000 downloads per episode, but the average listener is only engaged for 3 minutes (out of a 30-minute episode), the advertiser won’t be impressed. Why would they pay for advertising when most of their ads run in the middle or at the end of the show?

But if you had 500 downloads per episode and the average listener gets 22 minutes of a 30-minute show, that’s much better in the eyes of the advertiser. You do not agree? In fact, they will connect with your listeners through your ads.

Although downloads and subscribers are important, you should keep track of all relevant information about your podcast listeners.