Before this course: Podcast Production (course 4.6.2). You can already plan, record, edit, publish and schedule episodes on a steady routine. Now you will learn to measure what happens after you publish.
Know your numbers
Imagine you bake cookies and put them on a table. Counting how many cookies left the table is one thing. Counting how many different kids took cookies is another. And knowing which kids came back the next day is the best thing to know. Podcast numbers work the same way: there is more than one way to count, and each one tells you something different.
- Downloads (or downloads per episode) is the number your hosting provider counts when a file is requested. It has traditionally been the key reach number, but a download is not a person: one person can download several times, and a file can be downloaded and never played.
- Apple Podcasts Connect Analytics focuses instead on listening and viewing from unique devices. Apple's definitions: Followers are the total number of people following your show; Listeners are the total number of people who listened to or watched your show; Engaged Listeners are people who listened or watched at least 20 minutes or 40% of an episode; Plays are the number of times people pressed play on an episode.
- Apple shows data for the last 60 days by default, and no data appears until at least five unique listeners have played your show.
- Apple says it does not support third-party podcast analytics. For downloads and similar numbers, look at your hosting provider.
- Numbers from different tools will not match, because each counts in its own way. Do not add them together or compare a download figure with a listener figure.
- A trend (this month against last month, or episode 10 against episode 9) is more useful than one number on its own.
- A goal metric is the single number you choose to improve for one period, such as "episodes finished per new listener" or "new followers per month".
- Open your hosting provider's stats and write down downloads for your last 5 episodes.
- Open Apple Podcasts Connect Analytics (if you have a show there) and write down followers, listeners, engaged listeners and plays for the last 60 days.
- Put both sets of numbers in one table, with a note on which tool each came from.
- Write one sentence for each number: what it counts and what it does not.
- Choose one goal metric for the next 30 days and write the number you have today.
- Check: a friend could read your table and tell which numbers can be compared.
Videos by other creators on YouTube, for reference. They are not made by or affiliated with The Future Market.
Read the video script
[Host] "A download is not a listener. Let's count your podcast the right way."
[Text on screen: Downloads / Plays / Listeners / Followers] "Four numbers. Four different questions."
[Screen: Apple Podcasts Connect Analytics] "Apple counts listeners, engaged listeners who stay 20 minutes or 40 percent, plays and followers."
[Text on screen: Pick ONE goal metric] "Don't chase everything. Pick one number to improve this month."
[Host] "Good decisions start with counting honestly."
Build your one-page numbers table with the source of each figure and choose one goal metric for the next 30 days.
ClaudeStuck? Copy a ready-made prompt for Claude
Copy this, open Claude, paste it, and Claude will walk you through the lesson step by step.
For a grown-up: Claude is for adults (18+). Copy this, paste it into Claude, and use the answer to explain the lesson to your child.
I'm learning "Podcast Growth: audience and monetisation" on The Future Market. Lesson 1: "Know your numbers". What the lesson teaches: - Downloads (or downloads per episode) is the number your hosting provider counts when a file is requested. It has traditionally been the key reach number, but a download is not a person: one person can download several times, and a file can be downloaded and never played. - Apple Podcasts Connect Analytics focuses instead on listening and viewing from unique devices. Apple's definitions: Followers are the total number of people following your show; Listeners are the total number of people who listened to or watched your show; Engaged Listeners are people who listened or watched at least 20 minutes or 40% of an episode; Plays are the number of times people pressed play on an episode. - Apple shows data for the last 60 days by default, and no data appears until at least five unique listeners have played your show. - Apple says it does not support third-party podcast analytics. For downloads and similar numbers, look at your hosting provider. - Numbers from different tools will not match, because each counts in its own way. Do not add them together or compare a download figure with a listener figure. - A trend (this month against last month, or episode 10 against episode 9) is more useful than one number on its own. - A goal metric is the single number you choose to improve for one period, such as "episodes finished per new listener" or "new followers per month". The exercise I'm working on: Build your one-page numbers table with the source of each figure and choose one goal metric for the next 30 days. I'm stuck. Please: 1. Explain the main idea in plain, simple words with one everyday example. 2. Walk me through the exercise one small step at a time. Ask me what I've done so far before giving the next step. 3. Don't just give me the final answer. Help me do it myself, and check my work when I share it.
I'm a parent helping my child (about 8 years old) with a lesson called "Know your numbers" from the course "Podcast Growth: audience and monetisation". Here's what the lesson says: Imagine you bake cookies and put them on a table. Counting how many cookies left the table is one thing. Counting how many different kids took cookies is another. And knowing which kids came back the next day is the best thing to know. Podcast numbers work the same way: there is more than one way to count, and each one tells you something different. The activity: Build your one-page numbers table with the source of each figure and choose one goal metric for the next 30 days. Please explain this so an 8-year-old understands: short sentences, a fun everyday example, and no hard words. Then give me 3 simple questions I can ask my child to check they understood, and a way to do the activity together, one tiny step at a time.
Sources
- Apple Podcasts for Creators, Analytics (definitions, 60-day default, five-listener threshold, third-party note): podcasters.apple.com/support/5392-listener-analytics
Help new listeners find you
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Clips, video and the YouTube route
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How sponsorship works
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Listener-supported shows
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Other income and keeping honest books
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A 90-day growth plan
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Final project
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Quiz
Why is a download not the same as a listener?
One person can download an episode several times, and a file can be downloaded and never played.
How does Apple define Engaged Listeners?
People who listened or watched at least 20 minutes or 40% of an episode.
What is the first thing to do before choosing a growth experiment?
Write down your baseline number.
How long does Apple suggest a podcast trailer should be?
Two minutes or less.
Do Apple Podcasts ratings and reviews influence Charts or Search?
No. Apple says they do not, but they can help listeners decide whether to listen or follow.
What are the two YouTube Partner Program options listed in this course?
1,000 subscribers and 4,000 qualified watch hours in the last 12 months, or 1,000 subscribers and 10 million qualified Shorts views in the last 90 days.
What does CPM mean?
Cost per thousand downloads or listens.
A sponsor and you agree on a CPM of $20 for one spot, and the episode has 3,000 downloads. What is the price?
(3,000 ÷ 1,000) × $20 = $60.
What should you disclose when a business pays you or gives you free products?
The material connection, clearly and plainly, so listeners know it is an ad (for audio, say it out loud).
What share of a subscription price does Apple say creators receive, and when does it rise?
70% per billing cycle, rising to 85% after a subscriber has paid for one year (minus applicable taxes).
What is the difference between revenue and profit?
Revenue is money coming in; profit is revenue minus costs.
Why change only one thing at a time in an experiment?
Otherwise you cannot tell which change caused the result.
Final exam
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Certificate
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