Podcast listening hasn’t peaked: MTM


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.

Subscribe Now – Free!

Broadcast Dialogue has been required reading in the Canadian broadcast media for 25 years. When you subscribe, you join a community of connected professionals from media and broadcast related sectors from across the country.

The Weekly Briefing from Broadcast Dialogue is delivered exclusively to subscribers by email every Thursday. It’s your link to critical industry news, timely people moves, and excellent career advancement opportunities.

Let’s get started right now.