Episode 19: Ditching Vanity Metrics + What’s Next for Podcasting with Trent Anderson
Beyond Downloads – How Podcast Data Can Help You Grow Smarter, Not Harder
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In this insightful episode of Podcast Growth Tools, I’m joined by Trent Anderson, Head of Growth and Strategy at Podchaser, to break down the future of podcast data, monetization, video strategy, and listener engagement. With nearly a decade in the podcasting industry, Trent offers us an inside look at how top creators and brands are using podcast data and strategy to grow smarter in 2025—without chasing vanity metrics.
Whether you're a solo podcaster or part of a bigger content team, this episode will help you rethink how you’re measuring success—and how to grow with purpose, not just pressure.
What You’ll Learn in This Episode
Why downloads are an outdated measure of podcast growth—and what to track instead
What podcast metrics sponsors actually care about
How to use first-party data to create binge-worthy content
Whether YouTube should be part of your podcast strategy this year
What to say in listener surveys to uncover golden insights
Creative ways to monetize even if you don’t have 10K downloads
How Podchaser is using AI and transcripts to help shows get discovered
Here is a glance at the episode:
05:32 - Video's Evolving Role in Content Creation
08:09 - "Passion-Driven Content Creation"
11:55 - Podcast Audience Insights Strategy
14:17 - Targeting Listeners for Podcast Growth
18:56 - Curated Audience Attracts Sponsors
24:02 - Democratizing Podcast Data Access
25:46 - Podcast Audience Metrics & Ad Impact
30:09 - Podcast Transcripts Boost Advertising Opportunities
33:23 - "Podcasting's Untapped Potential Unveiled"
35:26 - AI Enhances Podcast Discoverability
38:48 - Tim Dillon's Podcast Mastery
Let’s Talk Video Podcasts (Spoiler: You Don’t Have to Do It All)
There’s a lot of noise right now about turning every podcast into a video show. And while I love video content when it fits the strategy, Trent makes a great point—you need to figure out what actually supports your energy and goals. We discuss what creators need to get clear on their goals before committing to a video strategy and how to make small, meaningful shifts without a full production team.
For some shows, adding YouTube makes perfect sense. For others, starting a newsletter or repurposing into a blog post may be way more impactful. The takeaway? There’s no one-size-fits-all video strategy for podcasters. Do what aligns with your goals—not just what everyone else is doing.
Understanding Your Audience with First-Party Data
Trent and I talk a lot about the importance of using first-party data—and why it’s a total game-changer for podcasters. Trent shares the exact questions podcasters should ask to better understand who their listeners are, why they tune in, and how to turn passive listeners into engaged superfans, such as:
How did you first hear about the podcast?
What topics do you want more of?
What other shows do you listen to?
What do you get from this podcast that others don’t deliver?
These insights can fuel smarter content creation, episode planning, and monetization conversations.
The bottom line: The more you know about your listeners, the more strategic every piece of content becomes.
Podcast Growth Without Social Media: The Power of Personal Outreach
One of my favorite parts of this conversation? Trent reminding us that growth doesn’t always require an algorithm. Sometimes, the best thing you can do is send a personal message to someone who needs your podcast and say, “Hey, I made this for people like you—what would make you click and listen?”
It’s human, it’s honest, and it works. Especially if you're tired of shouting into the void on social media.
This personal outreach strategy, borrowed from Jeremy Enns, is effective for refining messaging, gathering valuable feedback, and attracting aligned listeners—without relying solely on social media.
How to Monetize Before Hitting 10K Downloads
Trent breaks down the difference between ads, sponsorships, and partnerships, and why the old belief that you need 10,000 monthly downloads to monetize is outdated. Brands are increasingly looking for depth, not just reach.
Key Takeaways:
Focus on audience quality and trust—not just numbers.
How to lead with alignment and audience trust—not just metrics
First-party data is your secret weapon in pitching sponsors.
B2B brands often prefer smaller niche shows with high alignment over larger general audiences.
He also recommends checking out Sponsor Magnet by Justin Moore for creators ready to start pitching brands.
Whether you’re ready to monetize now or prepping for future brand deals, this insight will help you build the foundation you need.
Beyond Downloads: Track What Actually Matters
Attention: Downloads are no longer the gold standard!
Trent shares the metrics that matter more in 2025:
Listener retention
Episode completion rates
Email list growth from your show
Dynamic ad performance
Content extensions (like blog posts, newsletters, and LinkedIn repurposing)
These metrics are more aligned with audience connection and long-term growth than just watching your download count.
What’s Next from Podchaser
If you’re new to Podchaser, think of it like the IMDb of podcasting—but way smarter. Trent shares how they’re rolling out new tools that use AI and transcript data to:
Make podcasts easier to find
Help brands match with the right shows
Improve the discoverability of your episodes based on what’s actually inside them—not just your title or category
This means if you're creating great content but feel like no one’s finding it—help is on the way.
Your Next Steps
📩 Get Weekly Podcast Growth Strategies → PodcastMarketingHub.com/subscribe
Final Thoughts
Podcasting is changing fast—but that doesn’t mean you need to be everywhere or do everything. What you need is clarity, data, and a strategy that feels aligned.
If this episode left you feeling more equipped (and less overwhelmed) to grow your podcast the smart way, make sure you’re on the list for weekly growth tips: podcastmarketinghub.com/subscribe
And if you want to connect with Trent or explore Podchaser's tools, be sure to check out the links below.
Resources Mentioned
Connect with Trent Anderson on LinkedIn: Trent Anderson
Subscribe to Podchaser Pulse newsletter for weekly podcast insights: podchaser.com/pulse
Let’s Connect!
Share your favorite trend from this episode or ask questions by DMing me on Instagram at @thepodcastmarketinghub.
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