The success of a branded podcast is entirely dependent on the objective of the podcast. This objective ranges from client to client.
Some clients tell us that reach is their primary goal and therefore downloads would be the main metric of success.
Within this measurement, there are different benchmarks depending on the content of the podcast. A podcast with the mainstream appeal will necessarily bring larger audiences, whereas a niche interest podcast reaching everyone possible within that interest group could be equally as successful.
For others, listener engagement or brand credibility could be the ultimate objective for the show. We set our expectations based on these varying objectives.