YouTube still audio streaming go-to in Canada, according to MTM

The latest report from the Media Technology Monitor (MTM) indicates that YouTube is still the most popular music streaming service among Anglophone Canadians.

While MTM says other services show more potential for growth, 93 per cent of music streaming service listeners are using YouTube, up slightly from 85 per cent last year.

MTM’s Music Streaming Services report says with a strong desire for curated, on-demand content, one-third of Anglophones now listen to a music streaming service. As with other forms of online audio, Gen Zs (age 18-28), Gen Ys (age 29-37) and students are the most likely to use a music streaming service.

Smartphones have solidified their position as the mostly commonly used devices to listen to music streaming services at 77 per cent among Anglophone listeners, ahead of computers (66 per cent), tablets (31 per cent) and smart speakers (16 per cent).

The Media Technology Monitor is based on 12,000 telephone interviews annually (including a cellphone-only sample). MTM has spoken with over 140,000 Canadians (equally split between Anglophones and Francophones) over the past decade.

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