Radio Connects has launched a new national study aimed at helping advertisers, agencies, and broadcasters better understand how Canadians engage with audio.
From HEAR to HERE: Understanding Audio Behaviour in Canada is based on a national survey of more than 3,000 members of the Angus Reid Forum, weighted by age, gender, region and language.
Radio Connects says in a marketplace with more audio choice than ever, the research highlights that core listening behaviours remain strong, with radio continuing to play a central role in Canadians’ lives.
One of its key findings is that while the audio landscape has expanded, core habits have not, with radio still the audio platform with the largest reach in Canada.
According to the fall 2025 PPM release from Numeris, reflecting Canada’s largest radio markets (Montreal, Toronto, Calgary, Edmonton, Vancouver), weekly reach was 81%. When compared with other ad-supported audio, among those 18+, time spent with radio (60%) was five times that of ad-supported free music streaming platforms (11%), and two times that of time spent with podcasts (29%).
The study found that radio dominates ad-supported listening across regions, commanding 63% of listening in rural Canada and 59% in urban centres. Quebec led share of time at 69%, with B.C. listeners spending the least time with radio at 54%.
The research asserts that radio is part of the weekly routine of 37% of Canadians consistently, compared to 30% consuming podcasts regularly and 16% whose go-to audio source is free music streaming.
Radio is also continuing to dominate in-car, earning 79% share of ear for ad-supported audio. That number goes up to 81% for rural Canadians. When Angus Reid Forum participants were asked what Canadians value most in a new vehicle, AM/FM radio led responses (53%).
Angus Reid Forum also found that Canadians trust radio advertising more than any other medium at 75%.
“Radio delivers the largest ad-supported audio audience and is present across everyday moments,” the study concluded. “This combination underpins its role as a foundational element of audio strategies, with other platforms extending rather than replacing its reach.”
