I don't think they count downloads do they?
Even if they did I doubt it would amount to much. Who goes to JW.org to download magazines?
Millions of paper copies are produced so publishers can pretend they are preaching and the public can fill their rubbish bins. I can't see any scenario where there's any great demand for downloads from anyone. In fact if they go to download only it would provide a true measure of their popularity as only people who actually want them would tend to download them. They'd be lucky to reach a few million as most JWs probably wouldn't even bother, except for the study articles.