Your podcast doesn’t need to make money
The truth about podcast download stats will set you free—but first, it’ll piss you off when you realize they don’t matter. Listener feedback is the real measure. That’s the truth.
Podcasting’s monetization talk is out of control.
“You need downloads! More downloads mean advertisers will want your show. No downloads? No money!”
Then come the gurus, selling their 7-step, get-rich-quick podcasting monetization course for the low, low price of $999. But wait, there’s a special conference price—just $249! Act now! Operators are standing by!
Yikes.
Here’s the problem: too many new podcasters believe this nonsense. They’re told downloads are the holy grail. So they launch their first few episodes. Nothing happens. Well, one thing does—thanks, Mom!
But the pattern continues. By episode #13, their download numbers are in the basement. They assume they’ve failed and quit.
Here’s the truth: everyone starts with low numbers. That’s why downloads are the worst metric in podcasting.
For one, they’re misleading. Computers and apps can auto-download your podcast without anyone actually listening. Congrats—you got a phantom download!
Second, new podcasters think downloads equal listeners. They don’t. A listener is someone who chooses your podcast and sticks with it.
Think of a listener like a diner at a restaurant. The directory is the restaurant, and a download is the meal. Now, based on download data alone, can you tell if that diner:
Ordered your meal on purpose?
Tasted it?
Ate all of it?
Enjoyed it?
Plans to come back next week?
You can’t. Downloads tell you none of this. Listener feedback does.
Listener feedback is the real gold, not the fool’s gold that download chasers are peddling. Feedback defines your podcast’s value and helps you measure its success.
Now, let’s talk money. Does your podcast need to make any?
No.
A podcast can be wildly successful without earning a dime. Sure, it’s nice if your show is profitable. You can reinvest in better equipment, tools, or even marketing. But profit isn’t a requirement.
Many podcasts are created purely for the love of it. No ads. No donation buttons. No merch. Some don’t even have a way for you to give them money, even if you want to. These are often labeled “hobby podcasts.” But that misses the point.
Do we call an artist painting for their own satisfaction a hobby painter? Or someone who reads books to kids at the library a hobby reader? No. So why slap that label on podcasters?
Maybe it’s hard for some people to accept that a podcast doesn’t have to make money to be worthwhile.
Here’s the key: your purpose matters more than your revenue.
Why are you creating your podcast? Answer that before you even think about monetization. If your answer is, “for the love of it,” then money won’t drive you. But if you’re here to make money, accept a hard truth: it’ll take years—three to five at best—if it happens at all.
For most podcasters, value isn’t about downloads, sponsorships, or contracts. It’s about impact. It’s about hearing from real people who’ve been touched by your work. That feedback? It’s priceless.
The success of a podcast is defined by the creator and their audience. If your audience is happy, and you’re happy, why waste energy worrying about downloads?
🤠☕
Excerpt from the upcoming book Not Easily Squished: How to Create a Podcast that Works by Kyle M. Bondo.
Kyle M. Bondo — Podcasting Enthusiast, Ghost Engineer, Explorer, Storyteller, Mad Scientist, and Part-Time Mercenary — has been creating audio experiences for over eight years as the founder of Oncetold, a podcast education and technology company dedicated to making a small dent in the podcast universe. When he's not sharing his podcasting wisdom, Kyle channels his creativity into producing three dynamic podcasts: Not Easily Squished, Flowgnar, and War Yankee. Learn more at Oncetold.com.