Podcast listening in Canada continues to surge. Here are some new stats.
It wasn’t all that long ago that podcasting was a niche thing, something generally ignored by broadcasters and advertisers alike. Not any more. Podcasts are big, big business, and the business just keeps getting bigger.
Signal Hill Insights and Ulster Media have issued the 2024 Canadian Podcast Listener survey. Here’s what they found out (via Broadcast Dialogue).
- 39% of Canadian adults listen to podcasts. In sheer numbers, that’s 5.1 million people listening to podcasts every month.
- Overall podcast listening is up 3% for adults 18 and over.
- Daily listening is now at 8.8%, an almost 2% increase.
- Tne bulk of listeners are 18-34, university-educated, and with household incomes of $100K or more.
- YouTube is the preferred platform for podcasts with it being the source of 35% of all listening, which is up fro 29% in 2023.
- Spotify lost podcast listeners with its share dropped to 28% from 31% a year ago.
- Apple Podcasts were down, too, from a 16% share to 15%.
- More people are discovering new podcasts within apps (26%). About 14% discover new podcasts from ads within podcasts they’re already listening to.
- Francophones listened to fewer podcasts with the number of listeners declining by 4%. However, those who do listen are consuming more episodes.
What kind of podcasts are most popular with Canadians?
- Comedy
- Society & Culture
- True Crime
- News
- Sports
