If you’ve ever tried to pitch your podcast to a potential sponsor, you’ve likely been asked the one question that can stop a conversation cold: How many listeners do you have?
It sounds like a simple, fair question.
But in podcasting, the answer is anything but straightforward.
This isn’t just a technical problem.
It’s a structural issue in how the podcasting ecosystem works, and it directly affects how podcasters in South Africa can monetise their work.
This article explores why podcast metrics are confusing, what role social media numbers play, and what podcasters can do to present a more convincing case to advertisers.
On Spotify, a “play” is counted the moment someone taps the episode, even if they only listen for a few seconds.
On Apple Podcasts, the platform doesn’t publish “play” numbers in the same way.
Instead, it focuses on device-level listening data and shows how long people listened, which can be more useful but is harder to summarise.
YouTube treats a video view as a “play,” even if it’s only a quick skim.
In contrast, most professional podcast hosting platforms use the IAB Podcast Measurement Guidelines, which only count a “download” or “play” if someone listens to at least 60 seconds of the episode.
This is a stricter and more consistent method, designed to avoid inflating numbers with accidental clicks or bots.
The result?
A podcast could have 1,000 “plays” on Spotify, 500 device listens on Apple, and 250 IAB-compliant downloads on its hosting platform.
They’d all technically be correct, but they are also completely different measures of success.
This lack of standardisation makes it incredibly difficult to answer a sponsor with a single, authoritative number.
If you choose the largest number available (Spotify plays), you risk losing trust when they discover it includes extremely brief interactions.
If you use only your hosting platform’s IAB-compliant data, you may undersell your influence.
For South African podcasters who are still building an audience and often working without big production budgets, this inconsistency makes monetisation especially difficult.
Advertisers are used to platforms like Instagram or Facebook, where one number (likes, views, impressions) is easy to find and easy to understand.
They don’t necessarily want to read a breakdown of what counts as an IAB download or listen duration on Apple Podcasts.
Instead, they’re trying to gauge whether spending money on your show will get their message in front of a large enough and relevant enough group of people.
They ask about listener numbers because they want a shortcut to making that decision.
Vanity metrics are numbers that look good on paper but don’t necessarily indicate real engagement.
A podcast might show 5,000 Spotify plays per episode, but if most of those listeners drop off after 15 seconds, the sponsor’s message won’t have much impact.
South African advertisers are becoming more sophisticated, but many still rely heavily on a single number to guide their sponsorship decisions.
This is not a bad question in itself, but it highlights how podcasting is often misunderstood compared to other media.
Increasingly, podcasters are using social media to extend the reach of their shows.
Short video clips, audiograms, behind-the-scenes photos, and quote cards are used to attract new listeners and build community.
Advertisers notice this.
A podcaster with 5,000 Instagram followers, 2,000 TikTok followers, and regular engagement may be seen as a more attractive partner than one with no social presence, even if both shows have the same number of listeners.
Social media provides visibility and credibility.
It gives sponsors the sense that the podcast is part of a larger content ecosystem.
However, high social numbers can also be misleading.
A viral reel may get 10,000 views, but that doesn’t guarantee those viewers are converting into podcast listeners.
For South African podcasters, social media should be viewed as a strategic asset in sponsorship conversations.
It won’t replace podcast stats, but it can significantly enhance your value proposition.
If you can demonstrate that your podcast promotion drives traffic, engagement, or conversation online, sponsors are more likely to see the value in partnering with you.
To move beyond the “How many listeners?” trap, consider presenting your podcast using a three-layered framework that tells the full story of your influence.
This includes IAB-compliant downloads from your host, Apple Podcasts listener retention data, and Spotify’s stream numbers.
These are your real listener, people who actively choose to engage with your content.
Present this with honesty.
For example: “Our show averages 350 IAB-compliant listeners per episode, with a 75 percent completion rate.”
If you’re using a platform that does not yet offer IAB metrics, note this clearly and consider switching hosts or adding third-party analytics tools in future.
Add the numbers that represent your broader influence.
This includes:
Total followers on Instagram, TikTok, LinkedIn, etc.
Average reach and engagement per post
Newsletter subscribers (if applicable)
YouTube views on video episodes or podcast clips
For example: “We have 2,700 Instagram followers with an average reel reach of 1,200. Our YouTube clips receive 3,000 views per month across episodes.”
This layer shows you’re not just creating a podcast.
You’re building a community.
This is where you show sponsors why you matter beyond numbers:
Who listens to your show? (Demographics, interests, professions)
What niche do you serve? (Entrepreneurship, health, parenting, etc.)
Have you been featured in the media or won any awards?
Have you worked with any brands before?
For example: “Our audience is made up of small business owners and startup founders aged 25 to 45.
“We’ve previously partnered with a local co-working space and featured on Business Day Spotlight.”
Here are actionable steps to help you translate your audience into sponsor-ready statistics:
Make sure your podcast is hosted on a platform that provides IAB-compliant data.
This gives you a trusted foundation for reporting actual listens and downloads.
Develop a clear, attractive one-pager or slide deck with the three layers of data discussed above.
Include graphs, listener testimonials, and sample sponsor messages if you have them.
Instead of simply quoting your biggest number, walk sponsors through how podcasting works.
Explain what a play or download means, how long your listeners typically stay, and where else your brand shows up online.
Bundle your offerings: a podcast ad plus a shout-out on Instagram, a banner in your newsletter, or a guest spot for the sponsor in a bonus episode.
Show them how the partnership can extend across platforms and formats.
Even if your show has a small audience, if it’s targeted and loyal, it holds value.
A podcast with 300 regular listeners who trust your voice can outperform a show with 3,000 casual clicks.
Podcast metrics will likely never be as standardised as radio ratings or YouTube views.
But that doesn’t mean podcasters are powerless. In fact, it’s an opportunity.
South African podcasters who understand their own data, use clear language with sponsors, and present a multi-platform view of their influence will be better positioned to succeed.
Instead of chasing a big number, focus on building and communicating real value.
The industry is still evolving.
You can help shape how sponsorship works in this space by leading with clarity, creativity, and confidence.
Your voice is your brand. Your podcast should sound like it.
We help creators, coaches, and businesses make shows that stand out – for the right reasons.
Book a free consultation and let’s build something powerful.
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