More than 40% of podcasting’s share of listening time is new media time, according to the 2019 Canadian Podcast Listener (CPL) study.
While traditionally radio measurement has focused on a system where only one station can ‘win the minute’ (or quarter-hour) and get credit for the listener’s attention, the study found that because podcasts enable listeners to start and stop when needed, they are well-suited to fill in gaps in media consumption throughout the day.
56% of listeners indicated that other audio media is most likely to be affected by podcast listening, but video, social and even print are also being impacted.
- 26% of podcast listeners say that podcasts are carving into the time they spend with AM/FM.
- 22% say podcasts are replacing time spent with non-radio music (mp3s, streaming, etc.)
- 9% say that they are listening to fewer audio books now that they’re listening to podcasts.
The study argues that rather than being a threat, podcasts provide an opportunity for broadcasters to create more touchpoints with consumers throughout the day, and take advantage of listeners’ love for audio.
The Canadian Podcast Listener 2019 is co-published by Audience Insights Inc. and Ulster Media, with support from The Podcast Exchange (TPX). Results are based on online surveys using a market representative sample of more than 4,500 Canadian adults from Maru Voice Canada.
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