Reach
Reach is the total number of distinct people exposed to your podcast and its surrounding content, across the audio feed, video platforms, and social clips. It captures the top of the funnel rather than depth of engagement.
For example, an episode heard by 800 people plus three clips that reached 12,000 more on LinkedIn gives that episode a combined reach in the thousands.
Why it matters: for B2B, reach into the right accounts matters more than raw reach, since putting your brand in front of 500 in-market buyers is worth more than 50,000 random impressions.
Good reach is measured in the right people, not the most people - steady exposure to your named accounts and ICP beats a big number padded with strangers.
- Maximising total reach at the expense of relevance.
- Equating impressions on clips with genuine audience reach.
- Buying reach that never touches your buyers.
What is reach in podcasting?
Reach is the total number of distinct people exposed to your podcast and its surrounding content, across the audio feed, video platforms, and social clips. It captures the top of the funnel rather than depth of engagement.
How is reach different from impressions?
Impressions count every exposure, including repeats to the same person. Reach counts the distinct people exposed, so it is always equal to or lower than impressions.
Why combine audio and social reach?
Most B2B podcast reach now comes from repurposed clips, so counting only the audio feed badly understates how many buyers your content actually touched.