The Canadian Podcast Listener

Posted by Karim Kanji on Oct 26, 2017 4:07:38 PM

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Here at Active Canada we strive to offer first in-class media opportunities for our clients and partners. With that in mind we have recently started to offer Digital Audio solutions. We're so excited about this growing medium that we've also started our own podcast!

This past month Canada's Globe and Mail partnered with Audience Insights and Ulster Media to release a new study aimed at helping advertisers and media understand the Canadian podcast landscape. Called the Canadian Podcast Listener, the study was hoping to understand two objectives:

  • who the Canadian podcast listener is and
  • identify media opportunities in this emerging sector.

Here are some of the findings:

  • 10mm Canadians (34% of the adult population) have listened to podcasts in the past year.
    • 4% of this audience listen every day.
    • 15% listen weekly.
    • 24% (7mm people) listen once per month.
  • Younger men dominate podcasts with 46% of men 18-34 listening to them once per month.
  • 38% of Canadians who have attended university listen to podcasts while only 15% of those with high school (highest) education consume them.
  • Podcast consumption grows with income.
    • Only 21% of Canadians making less than $50K have listened to a podcast while 29% of those making $100+k have heard a podcast.
  • Out of the 10mm Canadians who have listened to a podcast, 70% of them first consumed a podcast within the past 3 years.
  • Most podcast listening takes place at home. Even podcast listeners who listen mainly on their mobile phones report than an average of 46% of their listening time takes place at home.

What does all of this mean to marketers? According to the authors of this research three main points jump out:

  • With 15% of Canadian adults listening to podcasts weekly (24% monthly), this medium is quickly becoming a very important part of any brand's marketing mix. With 70% of all adults in Canada being exposed to podcasts in the past year we will likely see podcasts continue to grow in consumption popularity.
  • Podcasting may be the natural home to the more affluent millennial consumer. They earn $100k+ per year (HHI), are university educated and tend to be 18-34 years of age.
  • The study also showed that 4 out of 10 podcasts listened to are produced by Canadians. As the appetite for Canadian content grows local brands will have a natural place in the digital space to carve out a niche of their own.




Topics: Digital Media, podcast, digital audio