Audience Insights and Ulster Media published research into podcast listening in Canada. Nearly 10 million Canadian adults, or 34% of the country’s adult population, have listened to podcasts in the past year. 12.5 million adults, or 43% of the population, have ever listened to a podcast. About a quarter of the respondents (27%) have no familiarity with podcasts, while 31% said they are familiar with podcasts but never listened to one. More than 7 million Canadians (or 24% of the population) are listening to podcasts at least once a month. 15% are listening weekly and 4% listen every day.
The audience for podcasts skews young, especially among men. In the 18-34 age group, 46% of men and 31% of women are listening to podcasts. The rates are 31% men and 19% women for the age 35-54 bracket. In the over-55 group, men reported a 9% rate and women posted a 12% rate.
The top reason respondents said tuned in to podcasts was to be entertained (54%). Interesting stories were the reason for 47% and learning something new was the reason for 43%. The most popular genres of podcasts were arts and entertainment, culture, and pop culture, which accounted for 41% of listening.
More than 4,000 Canadians participated in the study, which was done in partnership with Ulster Media and with support from the Globe and Mail.