OTTAWA — CBC’s Media Technology Monitor (MTM) announced today it has released new data on the podcast listening habits of anglophone and francophones Canadians, which shows listening increased for both during the pandemic.
“Podcasts have carved out their own niche in the audio/radio space,” a press release says. “By focusing on long form, episodic content and often more niche topics than radio broadcasts, podcast content has become a notable part of the media diet of many Canadians.”
The anglophone report highlights that 36% of anglophones listen to podcasts, and shows that listenership increased 20% during the pandemic.
Younger anglophones are more likely to listen to podcasts, with 56% of 18-34 year olds consuming such content. “In addition, we see higher use of podcasts amongst those who also listen to streaming music services or streaming AM/FM radio,” the release says.
Two thirds of anglophones get their podcasts from one source with Spotify and podcast apps being the most common ways to listen.
The most common way to discover new content is through word of mouth with one third of listeners saying “they hear about podcasts from friends, family, or colleagues,” says the release.
The Francophone report shows one in four francophones have listened to podcasts in the past month. “Podcast listening increased by 47% during the COVID-19 pandemic. It stood at 17% in fall 2019,” an English translation of a French press release says.
“As with other forms of online audio content, French-speaking youth are more likely to listen to podcasts. Men are also more likely to listen to them than women. Podcast listening is higher among those who also use streaming music or streaming AM/FM radio services.”
As with anglophones, most francophones use only once source for podcast content.
Francophones commonly discover new content through social media and word of mouth. “Each of these methods was mentioned by a quarter of podcast listeners as their preferred way to learn about new content,” the translated release says.
For more, please click here.
Image borrowed from an MTM email announcement on the reports.
