Edison, Triton Release New Canada Podcast Insights

Edison Research and Triton Digital released The Podcast Consumer 2018 earlier this year, marking the company’s 10th year of issuing the most extensive analysis of American podcast listeners available. Today Edison and Triton Digital are proud to release The Podcast Consumer Canada 2018.

This report includes new, unreleased information on the demographics of podcast listeners, frequency and location of podcast consumption, smart speaker ownership, and other podcast listening behaviors in Canada. Data is derived from The Infinite Dial Canada 2018 by Edison Research and Triton Digital.

“All of us here at Edison and Triton are honored to be able to provide our latest data on podcasting to the Canadian public,” said Edison’s Senior Vice President, Tom Webster. “We are also very excited to announce that Edison and Triton will once again collaborate on The Infinite Dial Canada in 2019.”

“We are pleased to continue our collaboration with Edison Research on the Infinite Dial Canada in 2019," said John Rosso, President of Market Development at Triton Digital.  "We look forward to presenting the latest in digital audio consumption and usage, including AM/FM radio, streaming audio, podcasting, the utilization of smart speakers, and more.”

Key findings from The Podcast Consumer Canada 2018 include:

• Nineteen percent of Canadian adults 18+ are weekly podcast listeners. Forty-seven percent of adults 18+ have ever listen to a podcast, and 28% are monthly podcast listeners. The younger the listener, the more likely they are to have listened in the past week. Twenty-seven percent of Canadians age 18-34 are weekly podcast listeners. 
• Podcast listeners have higher incomes and education levels than the average Canadian 18+. Twenty-nine percent of monthly podcast consumers have an annual household income of $75K-$150K compared with 22% of the total population. One-third of monthly podcast consumers have some graduate school or an advanced degree. 
• Podcasts can range from a few minutes to well over an hour or even two. Weekly podcast listeners spend an average of six hours per week listening to podcasts. Thirty-six percent of weekly podcast listeners spend at least five hours per week or more listening to podcasts.
• Weekly podcast listeners listen to an average of five podcasts per week, with 21% listening to six or more in that same period.
• Over half of monthly podcast listeners say they typically listen to the entire podcast. Another 35% say that they listen to most of the podcast.
• In-home is the top listening location for podcasts. Sixty-three percent of monthly podcast listeners say that “home” is the place they listen to podcasts most often. In-car/truck is in second place at 14%, followed by “at work,” at 11%.
• Almost half of podcast listeners listen to podcasts from Public Radio producers. Just under half of all monthly or weekly Canadian podcast listeners 18+ (47%) listen to podcasts from Public Radio producers such as CBC, Radio Canada, or NPR.