Here’s how Canadians listen to podcasts compared to other audio

According to some new data from Signal Hill Insights, nine out of 10 Canadians listen to some kind of audio, both ad-supported and otherwise. However, only 9% of ad-supported listening is going to podcasts.

Yeah, I know. I thought the number would be higher, too. Meanwhile, music on streaming services and YouTube reaches 2.5 times more people.

So is Canada lagging behind when it comes to adopting podcasts? Depends on how you compare things. In the US, 20% of audio listening goes to podcasts while in the UK the number is 6%. In Australia, it’s 8.9%.

If we look at all audio, Canadians spend 51% of their time listening to ad-free programming while 49% are okay with commercials. That latter figure includes YouTube, which has ads all the time,

And if we look at all ad-supported listening, the champion is still radio.

You can read the study here.