Digital Audio in Canada 2022

Spotify’s the Top Platform for Brands as the Ad Market Matures

Executive Summary

Listenership of streaming music, podcasts, and digital radio will reach new heights this year. Time spent with digital audio surpassed that of radio in Canada for the first time in 2021, and the medium will continue to make gains. For brand marketers, the advertising opportunities are coming into greater focus with the availability of audio-only spots and display ad units for more engaged listeners.


  1. How does the digital audio audience in Canada compare with radio?
  2. How has the audio advertising market developed in service of brand marketers?
  3. What can marketers do to tap into this growing audience?

WHAT’S IN THIS REPORT? Trends in Canada’s audio marketplace, including for podcasts, streaming music, and digital radio, as well as a look at the digital audio ad market.

KEY STAT: The number of digital audio listeners in Canada will surpass 25 million for the first time this year, on par with radio’s reach.

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5expert perspectives

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    Table of Contents

    1. Executive Summary
    2. Key Points
    3. How Big Is the Digital Audio Audience and Opportunity?
    1. Who Are the Players and How Do They Interact?
    2. What Are the Advertising Opportunities for Brands?
    3. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Vanessa Coutinho
    Carat Canada
    Account Director
    Interviewed February 28, 2022
    Sabrina LaRosa
    Loblaw Companies
    Director of Media
    Interviewed March 2, 2022
    Devon MacDonald
    Cairns Oneil
    Interviewed February 28, 2022
    Raven Opatovsky
    Tim Hortons
    Senior Director, Digital Media, Marketing
    Interviewed March 8, 2022
    Ivan Pehar
    Regional Head of Ad Sales, Canada
    Interviewed February 17, 2022

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    Paul Briggs


    Ross Benes
    Senior Analyst
    Angela Kim
    Senior Researcher
    Paul Verna
    Principal Analyst

    "Behind the Numbers" Podcast