Downloads vs. Streams: What Advertisers Need to Know
What are podcast feeds?
On Spotify, a podcast stream counts when someone listens to a podcast episode for at least 60 seconds.
Podcast streams are becoming increasingly popular – today multi-device users stream Spotify for almost 2.5 hours a day.1 People stream podcasts online because their device receives real-time data.
With streaming-based metrics, podcast creators and advertisers can see what content people are actually listening to. This gives a much clearer view of audience engagement.
Downloads vs. Streams: Which is Best for Advertisers?
While downloads and streams help podcasters and advertisers understand a show’s listener count, the two paint quite a different picture. Downloads are a great way to gauge a podcast’s overall reach, while streams help us see how many times listeners actually play podcast episodes.
Streaming metrics also help podcasters discover:
- What episodes resonate
- Which episodes are not
- What the show’s general viewing trends look like
Ultimately, podcasting benefits all parties involved in podcasting, including listeners, creators, and advertisers. Listeners do not use valuable storage. Creators get stronger audience analytics. And podcast advertisers get a clearer picture of how their campaigns are performing and who they’re actually reaching.
How Spotify Approaches Streaming Metrics
Streams are the main metric we think about at Spotify. While listeners can still download individual episodes (or entire shows) if they wish, we are first and foremost a streaming service. This means that advertisers can collect specific information about the number of people who listen to various podcasts, as well as the demographics of those users. With Spotify’s SAI, podcast advertisers can use this information to decide where their ads are best suited.
This is especially true given Spotify’s audience network. This audio ad marketplace allows advertisers to choose to target SAI ads to specific audience segments spanning multiple shows, rather than targeting ads show by show. For example, instead of buying ads on a specific podcast, a brand can use the Spotify Audience Network to reach “women ages 18-34” and run their ads on many different podcasts that reach that audience segment. hearing.