If you’ve ever hit refresh on Apple Podcasts hoping to see your show climb the charts, you’re not alone. For many podcasters, cracking the Top Charts, or Apple’s New and Noteworthy feels like making it. And we’re not saying it’s not a big deal if you land there. It’s an incredible achievement and it should be celebrated. So, we’re definitely not trying to kill the buzz here. But we also have some thoughts on the matter. And the crux of it is this…Those charts might be flattering…but if podcast rankings is where you’re aiming, your branded podcast is going to miss the mark.
We tend to think that an obsession with rankings is mostly a distraction.
And we have other data points we think are way more beneficial and what podcasters, especially branded podcasts, should be focusing on and measuring instead.
Because, if you’re focused sole on rankings, and you’re trying to use that data to build a strategic, sustainable podcast? You’re reading the wrong map.
Let’s break it down, shall we?
First, What Do Apple Podcast Charts Actually Measure?
When people refer to “the charts,” they usually mean the Top Shows chart inside the Apple Podcasts app. And that’s key. It only reflects what’s happening within Apple Podcasts, not Spotify, YouTube, or any other platform. Listens on the web don’t even count. Neither do your downloads elsewhere. So right off the bat, it’s a partial view at best.
What’s more, Apple’s rankings are driven by a cocktail of new subscribers, recent plays, and a whole lot of mystery. They’re not a reflection of your total downloads, listener loyalty, or long-term growth.
Apple keeps its exact algorithm under wraps, but we know this much:
- It’s market-specific (based on your country)
- It’s refreshed regularly throughout the day
- It measures a mix of new follows, playback activity, and episode completion rates
- It doesn’t include ratings, reviews, or total downloads
(You can read more on the topic here.)
And yes, some charts like New & Noteworthy are hand-curated by Apple, so even appearing there can be more about timing than performance.
Bottom line? Apple charts show what’s trending on their platform in a short window of time. They do not reflect long-term success or meaningful audience growth, especially not in the B2B space.
The B2B Reality: High Apple Chart Rankings Won’t Pay the Bills
If you’re a business, your branded podcast isn’t about being the most popular, it’s about being the most valuable to the right audience.
Especially in B2B, success isn’t measured by how many strangers stumbled onto your feed, it’s measured by how many decision-makers or customers are listening, engaging, and converting.
Again, we’re not saying that charting on the charts isn’t a cool achievement. But in the branded podcast space, you can’t be chasing a ranking, because you’re playing the positioning game. The goal shouldn’t be to hit Number 10 in the Business category. It should be to:
- Earn trust from decision-makers
- Educate your target audience and build relationships with them
- Generate warm leads and deal momentum
Apple’s charts won’t tell you any of that.
What to Measure Instead
All that being said, metrics are still important. They give you vital feedback, and help you make your podcast the best that it can be.
Here’s what we recommend you focus on instead:
- Audience Retention – Are listeners sticking around until the end of your episodes? Or are they dropping off regularly at a particular time stamp?
- Engagement – Are they clicking your CTAs? Visiting your landing pages? Signing up?
- Lead Quality – Did a listener become a lead? Did a lead become a customer? That’s your real leaderboard.
- Episode Performance by Topic – Which themes or guests drive the most interaction?
- Channel Efficiency – Is LinkedIn, email, or paid search driving more high-intent listeners?
These are the insights that actually tell you if your podcast is working for your business. Not a fleeting chart boost.
Related read: How to Measure the Success of Your B2B Podcast
TL;DR: Vanity Rankings Don’t Equal Value
We get it. Seeing your podcast rank feels good. But warm and fuzzy feelings don’t close deals.
Instead of chasing a top spot in a chart that resets frequently, and based on a slightly mystical algorithm, build a show that becomes a must-listen resource for your niche audience.
Bottom line? Don’t optimize for vanity. Optimize for value. That’s how you win the long game.
Want a podcast that drives results, not just downloads?
Let’s build one that actually moves the needle. Work with us→
