A new data release from audio market research firm Signal Hill Insights reveals the continued strength of audio’s mass market presence in Canadian listening, while also tracking legacy media use. It’s called Audio on the Move.
Starting with audio generally, we learn that AM/FM radio wins the largest share of ad-supported listening time. As shown below, radio listening claims 39%, followed by YouTube (and YouTube Music) listening.
The report then reveals more granular findings about AM/FM., YouTube, streaming services, podcasts, SiriusXM, music-only TV channels in Canada.
Smartphone use is documented, and we are given this interesting note:
“While smartphones are the most used device, only a little more than half (55%) of listeners said they used one for YouTube yesterday. By comparison, more than three-quarters of streaming music consumers (77%) listened on a smartphone. Only 15% of AM / FM listeners used a smartphone to tune in.”