TORONTO — Podcast listening holds users’ attention more than watching short videos or listening to music, according to a survey conducted as part of the annual Canadian Podcast Listener report.
Signal Hill Insights and Ulster Media, authors of the report, released Tuesday a “sneak peek” of their findings in a mini-report that focuses on the lean-in nature of podcasting vs. other media activities.
According to their findings, the degree of concentration given to listening to podcasts is higher than that given to watching short videos, checking social media or listening to music. In addition, the concentration level for podcast listening falls in the same range as watching TV shows/episodes or checking news or weather, according to the mini-report.
Reflecting the lean-in nature of podcasts, most podcast listeners surveyed said they listen to “learning something new” as well as “be entertained”. In comparison, music listeners and TV or video viewers are more likely to say they engage with their media activities to “unwind” or “pass the time”. Furthermore, social media users most commonly go to their social network to “connect with others” or “pass the time”.
The mini-report’s takeaways from all this is that podcasts provide an attentive audience to advertisers due to the concentration level associated with listening to podcasts, and podcasts serve listeners who are looking to be both entertained and to learn something new.
The fourth annual Canadian Podcast Listener report is being prepared by Signal Hill Insights and Ulster Media, with support from The Podcast Exchange. Results in the mini-report are taken from an online survey of 3,033 Canadian adults conducted on September 24 and 25, 2020.
To download The Canadian Podcast Listener – Sneak Peek 2020 report, please click here.
The complete Canadian Podcast Listener 2020 report will be available mid-November (subscription required). For more information, please visit www.canadianpodcastlistener.ca.
