Podcast audience: measuring, understanding, and growing an audience that truly matters

If you're looking to increase your podcast audience, the first question to ask yourself isn't "how many downloads did I get?" but rather "what exactly am I measuring... and how does that help me?" Because between downloads, streams, plays, listeners (and definitions that vary depending on the platform), many podcasts end up operating on instinct. The result: we publish, we share, we cross our fingers—without knowing what really drives podcast audience growth.

And yet, the market is ripe: in France, 94% of people have heard of podcasts, and 44% listen to them. Better still, listening is often regular, with 64% of listeners saying they consume them at least once a week. In other words, the audience exists, it has established habits... and it rewards podcasts that have real promise, controlled distribution, and serious management.

At Calliopé, we support brands from A to Z on these topics: concept, production, distribution, promotion, and performance tracking. (calliope-agency.fr) Here is a clear, practical method for measuring and growing your podcast audience, with the right definitions and KPIs.

Podcast audience: what exactly are we talking about?

Broadcast vs. audience: the distinction that changes everything

In the podcast ecosystem, two realities are often mixed up:

• Distribution: what technically "comes out" (e.g., downloads), measured using tools/logs.
• The audience: what is actually listened to (user logic), often approached via panels and dedicated methods.

The ACPM rightly points out that, through its Podcast certification, it now measures distribution (downloads) rather than audience in the sense of "actual listening." (acpm.fr) This is a fundamental distinction: a download does not automatically equate to attentive listening, let alone impact.

Why your numbers never match across platforms

The same episode may show different figures depending on where you watch it, for one simple reason: the metrics do not mean the same thing.

• In terms of "listening/engagement," Apple distinguishes, for example, between engaged listeners, defined as people who have listened to at least 20 minutes or 40% of an episode (whichever is greater). (podcasters.apple.com)
• When it comes to streaming, Spotify explains, for example, that a stream corresponds to a listen lasting more than 60 seconds. (Spotify for Creators)

Consequence: comparing your Apple "podcast audience" to your Spotify "podcast audience" without harmonizing the definitions is like comparing meters to kilometers.

Measuring podcast audience reliably: the basics (before aiming to expand)

Standardizing: Why the CMA and IAB have become benchmarks

In an increasingly professionalized sector, the ACMP launched a Podcast certification in June 2020, aligned with international recommendations (IAB). (acpm.fr) The objective is simple: to produce a comparable, transparent measurement that can be used by the market, particularly the advertising market.

In concrete terms, certification is based on a rigorous methodology (filters and rules) for counting "valid" downloads: filtering of bots, atypical IP addresses, Apple Watch, 24-hour deduplication, and a 60-second threshold, among others. (acpm.fr)

What is the purpose of ACPM certification when it comes to podcast audiences?

Even if certification does not "create" your podcast audience, it can become an accelerator as soon as you start focusing on credibility and promotion:

• publish audited and comparable figures,
• gain visibility through rankings,
• reassure advertisers and media planning agencies. (acpm.fr)

The ACPM also publishes monthly rankings (group/brand/podcast). (acpm.fr) These rankings provide a useful snapshot: volume, momentum, positioning within a category.

The often overlooked technical prerequisite

To obtain certification, the ACPM specifies that a podcast must be broadcast via audio feeds served by accredited CDNs, and that platforms/hosts must be certified. (acpm.fr)

This point is important for your podcast audience because it impacts the quality of the data, and therefore your ability to manage effectively.

The KPIs to track to manage your podcast audience (without lying to yourself)

There is a simple rule: your KPIs must align with your objective. Otherwise, you will end up optimizing "pretty" numbers that serve no purpose.

1) Reach KPI: “How many people were reached?”

Here, we focus more on distribution (downloads) and indicators such as listeners/plays by platform. This is useful for measuring an episode's ability to "break out" and spread.

But be careful: gross reach can be boosted by a big LinkedIn push or a newsletter... without creating a habit of listening.

2) Loyalty KPI: "Will we come back?"

This is often where real podcast audience growth happens: an audience that comes back every week is infinitely more powerful than a one-off spike.

On Apple, concepts such as engagement (e.g., engaged listeners) help to address this reality of attention. (podcasters.apple.com)

3) Editorial KPIs: “Where does it fall short?”

Even without perfect retention curves everywhere, you can already read a lot:

• introductions that are too long,
• episode titles that don't sound promising,
• formats that are running out of steam,
• lack of narrative rhythm.

These are typically the kinds of issues we work on at Calliopé during the design and formatting stages, in order to build an experience that fosters loyalty (rather than just existing content). (calliope-agency.fr)

4) Business KPI: "What does the podcast audience trigger?"

If your podcast serves the brand, marketing, or recruitment, then your podcast audience must connect to concrete signals:

• newsletter subscriptions,
• clicks to a resource page,
• incoming requests,
• time spent on episode pages,
• conversions (when relevant).

That's also why we often recommend treating each episode as a landing page: SEO title, clean description, links, transcript, chaptering if possible, and a real CTA.

Growing your podcast audience: the Calliopé method (simple, but demanding)

Calliope supports brands across the entire value chain: design, branding, production, distribution, promotion, and performance monitoring. (calliope-agency.fr) In reality, growing a podcast audience rarely relies on a "hack." It's a mechanism.

1) Build a promise to listen (before the microphone)

A podcast audience grows when listeners understand, within three seconds, what they stand to gain:

• rare expertise,
• stories that capture him,
• feedback that he cannot find elsewhere,
• an appointment that accompanies him in his life (commuting, sports, chores, etc.).

The ACPM x CSA study shows that podcasts are often listened to at times when listeners are “available” to pay attention: at home, in the car, on public transportation, etc. (CB News) Your promise must be compatible with these uses: clear, regular, and easily “consumable.”

2) Choose a format that builds loyalty (and not just one that "looks professional")

Interviews, round tables, documentaries, narration... the right format depends on your objective and your ability to maintain quality over time. Calliopé works with several possible formats (interviews, columns, reports, documentaries, fiction, etc.). (calliope-agency.fr)

The key point: if your format doesn't create a habit, your podcast audience will remain fragile.

3) Produce an audio experience (not just a file)

Podcast audiences are unforgiving when it comes to sloppiness: mediocre sound quality, poor editing, flat pacing, poorly recorded voices... and listeners will tune out.

This is where the "studio + production" approach makes a real difference: writing, production, tailored recording (studio, on-site, remote), editing, mixing. (calliope-agency.com)

4) Distribute wherever there is an audience (audio + video + website)

Today, your podcast audience isn't just on an audio app. It's:

• on audio platforms,
• on YouTube (if you decline a filmed podcast),
• on your website (to capture SEO),
• on LinkedIn (for discovery and repetition).

Calliopé incorporates this multi-channel distribution approach (platforms, corporate/intranet sites, YouTube, etc.) and even provides an HTML player for web integration. (calliope-agency.fr)

5) Promote with native formats (and not with "a link and a prayer")

To grow your podcast audience, promotion should be treated as a production in its own right: trailers, excerpts, punchlines, motion design, short videos, etc. Calliopé recommends video as a format that is particularly well suited to promotion on social media. (calliope-agency.fr)

This is often where the audience gets stuck: when the promotion becomes regular, identifiable, and focused on "listener benefits" (not "new episode online").

6) Establish a routine (frequency + seasonality + appointments)

The ACPM x CSA study highlights a consistent practice among some listeners (frequent weekly listening). This indicates one thing: your podcast audience is gained through regularity.

Season 1 + break + season 2 works very well... provided that the promise is clear and that you "maintain" the quality.

7) Monitor, learn, optimize (otherwise you will repeat the same mistakes)

Monitoring is not reporting "for show." It is a decision-making tool:

• which episodes create discovery,
• which create loyalty,
• which topics attract the right audience,
• Which channels bring back listeners who stay?

Calliopé integrates performance monitoring with reporting and optimization recommendations based on KPIs available according to host/channels. (calliope-agency.fr)

Podcast audience and credibility: when certification becomes a "market" lever

If your podcast is geared toward monetization, sponsorship, or simply serving as "proof" in a professional ecosystem, certification can become a real advantage.

The ACMP highlights some very concrete benefits: reliable figures, enhanced credibility, better advertising value, and advertiser confidence. (acpm.fr)

And above all: published and comparable figures, which avoids endless discussions such as "yes, but on Spotify it's different."

FAQ – Podcast audience

What exactly is a podcast audience?

This refers to all the people who listen to your podcast, with varying levels of attention (discovery, partial listening, engaged listening, loyalty). The difficulty is that each platform measures this differently.

Podcast distribution or audience: what are we talking about?

Distribution refers more to downloads (technical measurement).Audience refers more to listening (user logic). The ACPM explains this distinction and specifies that its certification measures distribution. (acpm.fr)

Why is my Apple podcast audience smaller than my downloads?

Because Apple highlights listening and engagement signals. For example, engaged listeners are those who have listened to at least 20 minutes or 40% of an episode. (podcasters.apple.com)

What indicators are certified by the ACPM?

Downloads (distribution), with rules and filters to ensure they are valid. (acpm.fr)

In what way is the ACPM measurement considered reliable and transparent?

It is based on technical specifications (robot filtering, atypical IP addresses, Apple Watch, 24-hour deduplication, 60-second filter, etc.). (acpm.fr)

What is the difference between a native podcast and a replay?

The ACPM distinguishes between replay (content already broadcast elsewhere: radio, TV, etc.) and native/original (designed to be broadcast as a podcast). (acpm.fr)

How to join the ACPM podcast certification program?

By contacting the attendance team and providing the requested documents; the ACPM also details the requirement to be distributed via a certified tool. (acpm.fr)

What is the IAB Tech Lab and how does it relate to podcast audiences?

This is the organization that publishes standards for digital advertising, including recommendations for podcast measurement. The ACPM states that its certification meets these standards (robots, IP, etc.). (acpm.fr)

How can you increase your podcast audience when starting from scratch?

By prioritizing: a clear promise + a sustainable format + solid production + multi-channel distribution + native excerpt promotion + monthly monitoring for optimization. This is exactly the approach Calliopé takes when working with brands. (calliope-agency.com)

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