Radio continues to reach a strong majority of Canadian listeners, according to the latest report from Media Technology Monitor (MTM), diving into time spent with the medium.
Among English speakers, MTM found that traditional radio still dominates, with 70% of anglophones tuning in on at least one platform. More than half listen exclusively via traditional radio, while roughly one in five use both terrestrial and online radio. Just one per cent of respondents said they solely listen to online radio. Among French speakers, 79% tuned in on at least one platform. More than half of Francophones said they listen exclusively to traditional radio, while about a quarter listen to both terrestrial and online, and three per cent exclusively to online radio.
In-vehicle listening remains the most popular place to consume radio. Four in five radio listeners tune in to traditional AM/FM radio during their daily commute, compared to over one in three who said they listen at home. Notably, among English speakers, 70% of online radio listening and 57% of satellite radio use happens behind the wheel. Among French speakers, 78% listen to radio online and 54% to satellite radio in the car.
Radio consumption is highest among older demographics, while online and satellite radio usage is strongest with those aged 35-64. Regionally, residents in Atlantic Canada and the North are the most likely to stream AM/FM, with those in the North showing a much higher preference for satellite radio than any other province.
Amongst Francophones, those aged 35-64 are also the heaviest consumers of radio, while online and satellite radio listening peaks among those aged 35-49. Regionally, residents of the Quebec City CMA are the most likely to listen to AM/FM radio online, with Francophones outside Quebec showing a significantly stronger preference for satellite radio than French speakers within the province.
