Category Archives: Podcasts/podcasting

10 Million Canadians Now Listen To Podcasts

Canadian Podcast Listener Study finds 41% of Canadians now listen to Podcasts

kowchmedia consultant Steve KowchFrom where I sit On The Kowch there is a new powerful alternative to radio in Canada. It’s called the Podcast. Ten million Canadians listened to a podcast in the past year. These are the findings  of the Canadian Podcast Listener Study by Audio Insights Inc. and Ulster Media with support from The Globe & Mail. Three years ago 30 per cent of Canadians were listening to Podcasts. Today that figure has jumped to 41 per cent with 24%  listening monthly, 15% weekly and 4% daily.

Authors of the 57-page study, Jeff Vidler, Canada’s leading media researcher and now team leader at Audio Insights Inc. and Jeff Ulster, former head of Digital Talk Content at CBC and now owner of Ulster Media; say their study “tells us more than we’ve ever known about Canadians’ podcast habits and interests.” The Canadian Podcast Listener: A Landscape Study is a two-phased study of more than 4,000 Canadians who are telling us that “Podcasting is becoming an increasingly important part of the Canadian conversation.”

This is a study that for the first time offers the Canadian perspective on podcasting by filling in the gaps on listener demographics, Canadians most listened to podcasts and how and when they listen to podcasts. There are also insights about how people discover podcasts and thoughts about advertising.   Continue reading