Canadians go-to music sources are radio and podcasts with 65% of them discovering new music via traditional radio sources according to a new report from market analysts, Nielsen. Despite the increase in media choices radio remains one of the most popular and wide-reaching ways to listen to music. According to Nielsen’s fifth annual Canada Music 360 report, 58% of consumers in Canada tune to radio to get their music fixes.
Despite having been around for over one hundred years, radio has evolved with the times, as online radio is now the go-to listening format among teens and young adults, as 67% of teens and 73% of Millennials listen to music online in a typical week, compared with 50% of Canada’s general population.
Online streaming plays a huge role in music discovery among young listeners, as 58% of teens and 68% of Millennials discover new music through online streaming, well above the 45% among the general population. Comparatively, 65% of the general population is exposed to new music via traditional radio.
Podcast listening is also on the increase with 33% of consumers saying they listen to more podcast content than they did a year ago. Among Millennials, the growth is notably higher at 47%. This increase in podcast listening in Canada is affecting the amount of time consumers spend with other forms of media, particularly music and TV. This is especially the case with teens and young adults, who are pulling back on their TV viewing and music listening as they consume more podcast content. 39% of teens say they spend less time listening to music because of their podcast consumption and Millennials spend 16% less time with friends because of their podcast consumption.
To purchase a copy of Nielsen’s 2019 Canada Music 360 Report go here.
