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IDC Finds 36% of Canadians 18+ Are Weekly Podcast Listeners


Edison Research, Triton Digital
Edison Research, Triton Digital

Over one-quarter of Canadians 18+ now own a smart speaker, and 36% of Canadians 18+ are now weekly podcast listeners, according to The Infinite Dial 2019 Canada report, which debuted today at the Canadian Music Week Radio Summit in Toronto. Findings of the study were presented by Edison Research Senior Vice President Tom Webster and Triton Digital SVP, Publisher Development North America Stephanie Donovan.

Webster and Donovan presented the latest information on media device ownership, radio, smart speakers, online audio, in-car audio and podcasting among Canadians. Awareness of smart speakers overall (such as Google Home or Amazon Alexa) grew to 65% of the Canadian population age 18+, and the number of smart speaker owners who have two smart speakers in their home almost tripled, from 15% of owners last year to 43% in 2019. Podcasting also saw tremendous growth year-over-year, with 36% of the 18+ population having listened to a podcast in the last month, up from 28% in the 2018 survey.

This marks the second annual release of the study in Canada, and the continued expansion of the Infinite Dial, a survey of digital media consumer behavior in the U.S. The telephone survey targeted all Canadians ages 18 and over, designed to be projectable to the nation's population.

"The percentage of Canadians listening to podcasts has grown tremendously since 2018, mirroring what we have seen in the Infinite Dial U.S., and providing more evidence of a surge in spoken word programming," said Webster.

"The increase in smart speaker owners who have two or more smart speakers in their home - from 15% last year to a staggering 43% in 2019 - is substantial, and certainly a huge contributor to the increase in overall internet-only audio listening across the region," added Donovan.

A free, live webinar revealing the full results of The Infinite Dial Canada 2019 will be presented on May 21st at 2pm ET. To register, click here.

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