Increasing listenership, shifting audience demographics, new platform dynamics, and significant regulatory developments in 2024 mark the Canadian podcasting market as an emerging key player in the global podcasting landscape.
Listenership on the Rise
Canada has seen a substantial increase in podcast consumption. Since 2019, over five million new Canadian adults have become monthly podcast listeners, bringing the total to 39% of the adult population.
Daily podcast listening has also grown, with 8.8% of adults tuning in daily—up from 7% in previous years. This surge reflects both an expanding interest in the medium and population growth.
Shifting Demographics
The typical Canadian podcast listener is younger, more affluent, and better educated than the general population. A notable portion of listeners falls in the 18–34 age group, and many hold university degrees or belong to households with incomes exceeding $100,000.
Francophone listenership has also grown significantly, with a 65% increase over the past three years, indicating a broadening appeal across Canada's diverse linguistic and cultural demographics.
Platform Dynamics: YouTube Takes the Lead
In 2024, YouTube has emerged as the dominant platform for podcast consumption, capturing 35% of listeners—up from 29% the previous year.
Spotify, once the leader, has seen its share drop from 31% to 28%, while Apple Podcasts experienced a modest decline from 16% to 15%.
The shift to YouTube underscores a growing trend toward video podcast consumption, particularly among younger audiences who increasingly expect a visual element alongside traditional audio formats.
Genres That Dominate
True crime remains Canada’s most downloaded podcast genre, followed closely by comedy and news.
This reflects a diverse range of listener interests, from investigative storytelling to lighthearted entertainment and current affairs. The enduring popularity of true crime suggests an ongoing fascination with narrative-driven content.
A Growing Advertising Market
The Canadian podcast advertising market is projected to generate $67.29 million in revenue in 2024, with an annual growth rate of 4.95% expected to push this figure to $77.79 million by 2027.
Advertisers are capitalizing on high engagement levels among podcast listeners, who often represent lucrative target demographics.
Regulatory Shifts and Industry Implications
New regulations introduced by the Canadian Radio-television and Telecommunications Commission in 2024 mandate that foreign streaming services like Spotify contribute 5% of their Canadian revenues to support local broadcasting content, including podcasts.
While this policy aims to bolster domestic content creation, critics warn that it could lead to increased subscription costs for consumers.
The Canadian podcasting ecosystem is witnessing a wave of collaboration and consolidation. Initiatives like "Pod the North" aim to bridge gaps in a historically fragmented industry and position Canadian creators as global leaders. Such efforts are fostering a more cohesive and sustainable podcasting community.
Government Investments in Podcasts Spark Debate
The Canadian government has ramped up its investment in podcast production. Notable projects include Statistics Canada’s Eh Sayers Podcast, which cost taxpayers nearly $1 million—approximately $4,241 per subscriber.
Canadian Heritage’s CCI and CHIN: In Our Words podcast has also drawn scrutiny, with production costs exceeding $155,000 for seven episodes.
These expenditures have sparked debate about the appropriateness and effectiveness of using public funds for media production. For comparison, check out our look into the many podcasts from US government agencies.
Challenges in a Saturated Market
Despite its growth, the Canadian podcasting market faces challenges, including content discoverability, competition from international platforms, and market saturation.
However, the diversity of content and ongoing technological advancements present opportunities for creators to expand their reach and for advertisers to engage effectively with niche audiences.
The trajectory of Canada’s podcasting industry will depend on its ability to adapt to technological innovations, regulatory changes, and shifting consumer preferences.
