The Media Technology Monitor (MTM) has delved into the podcast listening habits of anglophone Canadians, finding that 24 per cent have listened to a podcast in the past month – double the medium’s penetration in 2011.
Those numbers are up from 20 per cent in the latter part of 2017, while just 12 per cent of French-speaking Canadians could say they’d recently listened to a podcast.
Since MTM’s last podcasting report in 2016, smartphones have risen to be the number one device for podcast listens, with portability vital.
Younger generations (18-37), affluent households and those who are university educated are more likely to appreciate the podcast medium.
The report also found that podcast listeners are avid audiophiles, enjoying a variety of online audio content. While they generally show a stronger interest in online audio content, they are also more likely to be AM/FM radio listeners than the rest of the population.
MTM incorporates a mixed-methodology approach which includes a phone survey and a follow-up survey online. The data from the Podcasting Report comes primarily from the phone portion of the Spring 2018 survey.
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