1 million Vs. 1k downloads

How top charting podcasts attract large audiences

Author

Jessica Smalley
April 14, 2025

In partnership with

Hey Creator,

What does it take to hit 1 million podcast downloads in a month?

Good news: Simply having access, the right equipment, and a large budget won't guarantee success in podcasting.

Bad news: Relying on organic growth alone (and hoping your podcast magically makes the Top 10 in the charts) is a fast track to burnout.

So what separates a show with 1,000 downloads from one that hits 1 million?

After nearly a decade of growing audiences behind the scenes, I’ve learned that the real difference comes down to things most people overlook that compound over time:

  • subtle shifts in strategy

  • content

  • momentum

Today’s Creator Toolkit will pop the hood on the shows that make 1 million downloads and how you can boost your listenership.

Ps. Clicking on today’s newsletter sponsor will support the Creator Toolkit. The best part is that there are no strings attached- just finger muscles!

Here’s what you can expect in today’s newsletter:

  • Keep up to date with what’s happening in Quick Fire!

  • 1 Million V 1000 Podcast Downloads

  • Social media Updates for this week

  • Check out my READ, LISTEN + WATCH recommendations for this week

    🫒by Jess Smalley

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“If you don’t want to trade time for money forever, you need to stop thinking like a freelancer and start thinking like a founder.” — Steph Smith

CREATOR NEWS

🧨QUICK FIRE

1 Million V 1000 Podcast Downloads

But how did they go from 1000 downloads to 1 million downloads?

Now, it goes without saying that each show has its own unique financial structure from:

  • Part of a podcast network (like iHeart, Wondery, or LiSTNR)

  • Platform backed like Acast or Spotify, with built-in ad sales and support

  • Run independently, with the host handling everything, i.e. editing, pitching, sponsors

  • Created by media companies or brands with built-in teams and budgets, e.g. The Daily by The New York Times

  • Crowdfunded through Patreon or similar platforms, with support coming directly from the audience

But…

If the content and long-term strategy aren’t there, well, what’s the point in putting money into it?

First, let’s compare the pair, shall we?

What 1k downloads look like:

If your podcast has 1,000 downloads a month, then it’s either a new show OR you’re treating it like a hobby.

– Not actively being promoted
– Or it’s sitting in the “friends and family” zone

The workflow probably looks like this:

  • You record once a week, maybe via Riverside

  • You edit yourself (or have a cheap freelancer)

  • You post one clip on socials… maybe

  • Your description copy is generic

  • Your guest promo strategy is “hope they share it”

  • No newsletter, no growth stack, no feedback loop

  • You don’t really look at your analytics (and if you do, it’s vanity checks)

Strategy: Let’s see what happens.

This is the “proof of concept” phase. Sponsors won’t knock on your door yet, but these listeners are gold. They give feedback. They share. They help you iterate.

Your real job here?

  • Show up consistently.

  • What do people resonate with?

  • Where does your show fit in the market?

  • Whether you even like doing this every week

What 1 million downloads look like:

A show with 1M+ downloads is:

  • A business in its own right

  • Work with a team (editor, social manager, partnership manager)

Strategy:

  • You understand your audience on a granular level and interact with them regularly.

  • Strategically booking guests who are either high-profile or deeply resonate with your audience.

  • Cross-publish on YouTube and other social platforms

  • The format is locked in. You know your pillars

  • Every episode is shareable, replayable, and quotable

  • Titles and thumbnails are tested and crafted

  • You’re building with clips in mind from the moment you hit record

Strategy:

So what’s the biggest difference?

Understanding your audience on a deep level.

Most importantly, stay in the game long enough to evolve.

If you’d like a more tailored approach when it comes to growing your audience, I offer 1:1 strategy sessions which you can book here

SOCIAL MEDIA UPDATES

Instagram

  • is experimenting with allowing creators to secure posts, making them accessible only via a secret code.

  • has introduced a monthly performance summary that highlights views, top posts, and follower engagement.

LinkedIn

  • now allows you to select a target audience for every post on your company page.

YouTube

  • Shares a guide to getting started with YT Shorts.

THE DIG

LISTEN: Paddy Galloway is a YouTube strategist—my go-to when it comes to understanding how to grow on the platform. He spoke with creators Colin and Samir about the state of YouTube and how baffling it is that global brands like Target do such a poor job.

WATCH: Canva Create hosted its second IRL conference in LA, and it looked like it went off! Canva is shaking things up again in the design and workspace, and this time, they’re focused on making spreadsheets sexy again.

Need help refining your own digital strategy?

I help you cut through the noise and build a clear, effective strategy.

With expertise in podcast strategy, creative direction, personal branding, and social media, I provide actionable guidance to help you move forward with confidence.

If you're unsure about your next steps, let’s find the best path together.

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