Podcast Measurement Fundamentals
Pacific Content’s POV on Podcast Metrics
Some podcasters measure success with a single metric: downloads.
But downloads alone don’t tell the whole story. This is especially true for podcasts from brands. Brands care about audience engagement, awareness, perception, and favorability — and these are impossible to measure through downloads alone.
Pacific Content recommends a robust podcast measurement framework, customized for your brand’s overall goals.
Average time spent listening (MM:SS)
Average completion rate (% of duration of episode)
Followers (Apple Podcasts, Spotify, etc.)
Audience Profile and Demographics
Podcast listening platform
Age and Gender (Spotify only)
Audio → Audio
Digital → Audio
Audio → Web
Sentiment and Brand Lift
Ratings and Reviews
Brand lift studies (Signal Hill Insights)