Analyzing Podcast Listener Metrics: The Key to Growth, Retention & Monetization

For podcasters seeking to grow their audience and monetise their content effectively, analyzing podcast listener metrics is not just helpful, it’s essential. The decentralised nature of podcasting offers creators a great deal of freedom, but it also introduces a unique challenge: limited, scattered analytics. Fortunately, when you know which metrics truly matter, you can turn limited data into a powerful growth engine.

In this article, we’ll break down the three core podcast metrics every podcaster should be tracking, why most podcasters focus on the wrong numbers, and how to use these metrics to plug the leaks in your listener bucket and grow sustainably.

The Problem with Too Much (or Too Little) Data

Podcasting, unlike YouTube or TikTok, isn’t governed by one central platform. Your episodes might be hosted on Libsyn or Buzzsprout, distributed by Spotify, Apple Podcasts, or Overcast, and consumed through a dozen different players. This decentralised structure makes consistent analytics difficult.

But this fragmentation can be a blessing in disguise. Having access to a limited set of metrics prevents creators from getting bogged down in vanity data. Instead, by focusing on three key performance indicators, you can make strategic decisions that directly impact your show’s success.

The 3 Most Important Podcast Listener Metrics

1. 30-Day Downloads per Episode

This is the industry standard and the most common metric tracked by podcasters. It reflects how many times an episode is downloaded in the first 30 days after it’s released.

Why 30 days? Because most episodes receive the bulk of their downloads in the first month. This number is a benchmark for audience engagement, but it’s not the total picture.

What matters more than the absolute number is the trend. Ask yourself:

• Are your 30-day downloads increasing by 5–10% with each new episode?
• Is your audience growing consistently?

If the answer is no, your show isn’t growing, and no monetisation strategy will succeed long-term without growth.

“Something is either growing or dying. If your downloads aren’t going up, your show is stagnating.” – Kevin, Grow the Show Podcast

2. Monthly Downloads per Episode Released (MDER)

Tracking monthly downloads is common, but it’s not always accurate. Why? Because different months have different numbers of weeks. One month you may release 4 episodes, another month 5. That alone can skew your analytics.

Instead, use MDER: divide your total monthly downloads by the number of episodes released that month. This normalised metric allows for accurate comparisons across time, especially useful for seasonal podcasts or those with varying release schedules.

Even better, compare your MDER with your 30-day download average:

• If your MDER is higher, that suggests listeners are exploring your back catalogue, a sign of bingeability and strong evergreen content.
• If your MDER equals your 30-day average, listeners are likely only engaging with the latest content.

Both scenarios are fine, but knowing the difference helps you refine your content and marketing strategies.

3. Episode Completion Rate (Retention Rate)

This is the most overlooked and arguably the most powerful metric for podcasters. Completion rate answers the simple but critical question:

Are people listening all the way through your episode or dropping off early?

Apple Podcasts and Spotify for Podcasters now offer retention analytics, showing exactly when listeners are tuning out. Here’s what to look for:

• A steep drop-off in the first 60–90 seconds indicates a weak or confusing intro.
• Sharp dips mid-episode may highlight boring tangents or poorly placed ads.
• Completion rates below 50% suggest a leaky content bucket, no matter how strong your growth strategy.

If your listeners don’t stick around, they won’t return. Fix your intro, structure, and pacing to improve retention before you invest in aggressive growth tactics.

Why Completion Rate Matters More Than You Think

Imagine your podcast as a bucket. Every new listener is a drop of water. You can pour in water using marketing, social media, or SEO, but if your content doesn’t retain those listeners, your bucket leaks.

This explains why so many shows fail to grow despite good promotion. They can attract listeners but can’t keep them.

Fortunately, completion rates are fixable:

• Hook listeners in the first 30 seconds.
• Deliver immediately on the episode’s promised value.
• Avoid rambling and off-topic tangents.
• Keep episodes tight and purposeful.

Tip: Use Apple Podcasts Connect to view per-episode retention graphs. You’ll see exactly when listeners leave and can correlate that with what was said or done at that moment.

Bonus: What NOT to Worry About

Many podcasters get distracted by irrelevant metrics:

• Demographics (age, gender, location): Useful for high-volume shows with brand advertisers. Not for early-stage podcasters.
• Listener countries: Fun to know, but not actionable.
• App/platform usage: Interesting, but doesn’t impact content quality or strategy.

Focus on metrics that drive growth: retention, downloads, and engagement over time.

Turning Insights into Action

Once you’re tracking the right metrics, here’s how to act on them:

• Growth Plateau? Focus on increasing completion rate before chasing more downloads.
• Low Back Catalogue Engagement? Improve content discoverability and highlight past episodes.
• High Retention but Slow Growth? Time to invest in promotion: social sharing, guest appearances, SEO, and email marketing.

And remember, monetisation should only begin once growth is consistent. There’s no point selling ads or sponsorships to an audience that isn’t growing.

Conclusion

Analyzing podcast listener metrics is the key to building a successful, sustainable show. By tracking:

1. 30-day downloads per episode
2. Monthly downloads per episode released (MDER)
3. Completion rate

…you’ll gain crystal-clear insight into what’s working, what’s not, and how to grow.

Don’t let vanity metrics or outdated advice steer your podcast off course. Focus on the numbers that matter, plug the leaks, and watch your audience and income grow.

Ready to level up your podcast?
Join communities like Grow the Show, dive into your Apple and Spotify dashboards, and start analysing your retention today.

Let the data guide you and your audience will follow.