An overwhelming majority of Canadians dislike fully AI-generated podcasts and music, according to Signal Hill Insights second data release from its Audio on the Move study.
The holistic study, based on a nationally representative survey of 6,161 Canadians aged 12+, was undertaken in May and June.
Signal Hill says its research mirrors findings from Ipsos’ AI Monitor 2026, which ranked Canada at the bottom of a list of 32 countries for enthusiasm over products and services using AI, with that skepticism carrying over to AI-generated media.
Just five per cent said they like AI-generated music, while four per cent said they enjoy AI-generated podcasts. A “supermajority” said they dislike AI-generated content – 65% for music, and 68% for podcasts. Less than a third were neutral (29% for music and 28% for podcasts).
The youngest group of Canadians, aged 12-17, were comparatively less negative towards AI-generated audio, according to the study, with 42% neutral about AI-generated podcasts and 37% neutral about AI-generated music.
“The steep rise in fully AI-generated music and podcasts has sparked controversy in the audio industry, which is why we thought it important to understand how these products are perceived by Canadian consumers,” said Matt Hird, Vice-President of Research for Signal Hill Insights. “The findings from Audio on the Move show there is very little support. The number who dislike AI-generated audio outnumber those who like it by a factor of at least 13 to 1.”
Audio on the Move also asked respondents about their feelings towards fully AI-generated social media images and videos, as well as online articles, blogs and news. It found a clear majority of Canadians also dislike AI-generated content across those platforms. The fewest, 60%, dislike AI-generated images or memes on social media – just five points fewer than for music.
AM/FM retains lead in dashboard
The second data release also affirms that AM/FM radio is maintaining its lead as the most-used audio medium in-car in Canada, accounting for 46% of time spent listening. Music streaming services were second (27%), with music on YouTube (including YouTube Music) claiming third place with 11% of in-car listening.
Signal Hill says YouTube’s ranking for in-car listening is consistent with the platform becoming a top destination for audio as revealed in the first report from Audio on the Move, which indicated that the streamer now accounts for the second highest share of ad-supported audio consumption overall (25%).
In-car listening accounts for 24% of Canadians’ audio consumption time, according to the data release, while the majority of listening time (59%) happens at home. Another 12% of listening time happens at work or school.
“Like the overall audio landscape, in-car consumption is dynamic and changing,” said Hird. “While radio maintains a strong lead, streaming services are claiming an increasing share. If we combine YouTube and music streaming services, the gap between streaming and AM/FM is closing quickly.”
