TORONTO — More than half of Canadians aged 18-plus (17.5 million or 58% of the adult population) visited an audio streaming website or app in an average month, according to a new report from media and audience research firm Vividata.
Based on data from Vividata’s Metrica SCC Fusion database, which combines Metrica’s online digital measurement panel with Vividata’s Survey of the Canadian Consumer, the company’s new Listen to This: The Digital Audio Audience in Canada report examines the reach of audio streaming, podcasts and smart speakers among Canadians aged 18 and older.
The report finds podcast listeners tripled to 9.9 million Canadians (33% of adults) in the past 18 months, and 6.5 million Canadians 18+ (21%) now own a smart speaker, which is almost double the number who owned one in fall 2019, according to Vividata.
There is far more in the report, which is available at no extra charge to Vividata member organizations or can be purchased for $399 (plus HST) by non-members here.
