Digital Audio in Canada 2022

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

Report by Paul Briggs  | Apr 7, 2022
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Table of Contents
Executive Summary
Key Points
How Big Is the Digital Audio Audience and Opportunity?
Who Are the Players and How Do They Interact?
What Are the Advertising Opportunities for Brands?
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
As digital audio consumption increases, the advertising market in Canada is developing rapidly to reach new listeners.
Topics
Podcasts
Radio
Digital Music
Canada
Table of Contents
Executive Summary
Key Points
How Big Is the Digital Audio Audience and Opportunity?
Who Are the Players and How Do They Interact?
What Are the Advertising Opportunities for Brands?
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

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.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  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.

Digital Audio Listeners in Canada, 2021-2025 (millions, % change, and % of population)
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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.

Here’s what’s in the full report

2files

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6charts

Reliable data in simple displays for presentations and quick decision making.

5expert perspectives

Insights from industry and company leaders.

    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

    Charts in This Report

    Digital Audio Listeners in Canada, 2021-2025 (millions, % change, and % of population)Radio* vs. Digital Audio**: Average Time Spent in Canada, 2019-2023 (hrs:mins per day among population)
    Podcast Listeners in Canada, 2021-2025 (millions, % change, and % of population)Adults in Canada Who Use Paid Audio Streaming Services, Free Audio Streaming Services, and Radio, Sep 2018 & Sep 2021 (% of respondents)
    Spotify Listeners in Canada, 2021-2025 (millions, % change, and % of population)Adults in Canada Who Listen to Spotify, Apple Music, and Amazon Prime Music Daily vs. Weekly, Feb 2021 (% of respondents)

    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
    President
    Interviewed February 28, 2022
    Raven Opatovsky
    Tim Hortons
    Senior Director, Digital Media, Marketing
    Interviewed March 8, 2022
    Ivan Pehar
    Spotify
    Regional Head of Ad Sales, Canada
    Interviewed February 17, 2022

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    authors

    Paul Briggs

    Contributors

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