Latest Study on Canadian Music Listening Offers Up Some Surprises (Hint: Radio is Doing Just Fine)
This week, Edison Research presented the results of its first-ever study into the music listening habits of Canadians. Their “Canadian Share of Era” survey looked at everything from radio to streaming in an effort to figure out how we all get our music fixes these days. (Study size was 1,022 Canadians aged 13 and over.)
All Audio
- The average Canadian spends 4 hours and 14 minutes a day consuming audio. Of that time, 61% goes to broadcast radio.
Radio
- The average Canadian spends more than four hours a day with radio.
- Morning drive is the most popular (72% of listening) followed by middays (62%) and–get this–59% of listeners from 12m-6 am.
- 74% of radio tuning in the country goes to music stations.
- Radio is stronger in Canada than in the US where the share of radio listening is 54% and streaming is 15%.
Owned Music
- Prefer the music you bought? Of the time spent listening to music, 16% is to CDs, vinyl and digital files
Streaming Audio
- Canadians continue to adopt streaming but penetration has only reached a 9% share of listening. That means radio is about seven times more popular for music than streaming. (Note: We don’t get services like Pandora, which is very popular in the US.)
Satellite Radio and Podcasts
- Still pretty nichey. Only 4% of spent time is with SiriusXM, which is only one percentage point higher than podcasts.
