Everyone who runs a B2B podcast has had this moment: You check your downloads, compare them to industry benchmarks, and immediately feel one of two things:
- Excitement. “We’re killing it! Top 25%, baby!”
- Panic. “Wait… are we even doing this right?”
But here’s the thing: podcast data benchmarks should be used for context, not validation. They help you understand where you stand, but they don’t define the success of your show.
Let’s break down branded podcast performance metrics, industry benchmarks, and how to actually use these numbers to grow your B2B podcast for maximum business impact.
Understanding Industry Podcast Benchmarks
When looking at B2B podcast marketing trends, it’s helpful to understand where your show falls in the broader podcasting landscape.
The Podcast Host provides a good general breakdown of podcast download numbers:
- Top 50% of podcasts = 28+ downloads in the first 7 days of your episode’s release
- Top 25% = 109+ downloads in the first 7 days of your episode’s release
- Top 10% = 462+ downloads in the first 7 days of your episode’s release
- Top 5% = 1,101+ downloads in the first 7 days of your episode’s release
- Top 1% = 4,707+ downloads in the first 7 days of your episode’s release
These numbers apply to all podcasts across every category, from business and tech to true crime and comedy. They help set expectations for what’s considered a “high-performing” show in the broader podcasting industry on the whole.
Why this matters:
Industry benchmarks give you a macro view of podcast performance. If you’re getting over 30 downloads in the first 7 days, you’re already outperforming half of all podcasts.
But how do B2B branded podcasts operate specifically?
Share Your Genius B2B Podcast Benchmarks
At Share Your Genius, we’ve worked with 60+ B2B brands to produce, launch, and scale their shows in the past year alone. Based on that data, here’s what an average SYG-produced B2B podcast has…
- A 67% average podcast audience retention rate
- 321 downloads per episode in the first 7 days
- 460 average monthly downloads
- 1,003 average subscribers per show
- And a 34-minute average episode length
These numbers set a realistic performance standard for B2B podcasts and branded podcasts, which have more niche audiences compared to general consumer shows.
Why this matters:
- A highly engaged audience is more valuable than a massive one. A 67% podcast audience retention rate is a strong signal that listeners are sticking with the content—which is key for thought leadership and demand generation.
- B2B podcasts serve a different purpose than mass-market shows. While a consumer podcast might chase millions of downloads, a B2B show aims to reach the right decision-makers—even if that’s a smaller audience.
Branded Podcast ROI: Why Benchmarks Aren’t the Whole Story
Recently, we walked through these numbers with our clients. And more often than note, our clients just want to know:
Are we moving up and to the right? Are we growing? That’s the real question.
This is where branded podcast engagement metrics come in. Instead of obsessing over downloads, ask yourself:
✅ Are the right people listening?
- Are you reaching decision-makers and prospects?
- Are they engaging on LinkedIn?
✅ Is your audience engaged?
- A 67% podcast audience retention rate means people actually care about your content.
- Anything over 70% is elite territory—that’s the goal.
✅ Are you seeing business impact?
- A client recently shared that in just three weeks of tracking self-reported attribution, two highly qualified leads came in directly from their podcast.
Bottom Line: Downloads are nice. But real branded podcast ROI comes from engagement, lead generation, and long-term brand building.
How to Measure the Success of a B2B Podcast (Beyond Downloads)
So, what’s the right way to use these benchmarks?
1. Use B2B Podcast Benchmarks for Context
- If your show gets 109+ downloads in 7 days, you’re in the Top 25% of podcasts.
- If you hit 300+ in 7 days (like the majority of Share Your Genius shows), you’re outperforming 75% of all podcasts.
2. Focus on Branded Podcast Performance Metrics That Matter
- Branded podcast engagement metrics: Are your listeners sharing your episodes?
- Podcast audience retention rates: Are people sticking around for the full episode?
- Lead attribution: Are prospects citing the podcast as a touchpoint in your sales pipeline?
3. Think Beyond the Podcast
- Your podcast fuels your LinkedIn strategy, email marketing, and sales conversations.
- A well-executed B2B podcast growth strategy is about full-funnel impact—not just downloads.
Pro Tip: If you want to grow your audience, focus on where your listeners already are. For example, if your show gets traction on Spotify or Overcast, double down on those platforms instead of chasing a YouTube-first approach.
Final Thought: The B2B Podcasting Mindset Shift
The biggest mistake B2B marketers make? Comparing their show to mass-market podcasts.
Your podcast isn’t competing with The Joe Rogan Experience. It’s competing for your industry’s attention. And in that world, niche podcasts win.
So instead of asking, “Are my download rates high enough?” ask:
- Is my podcast growing?
- Are we driving meaningful engagement?
- Are we generating leads, awareness, or influence?
That’s the real measure of success.
