Four in five Canadians listen to online audio
The Media Technology Monitor (MTM) has released its report Volume Up: Online Audio Overview 2026, dedicated to digital audio habits in Canada. The study first looks at online listening as a whole, then examines audio streaming services, podcasts, online radio and audiobooks in detail.
The first finding: four in five Canadians now listen to online audio. Among younger adults the habit is almost universal, at 96% of 18-34 year olds and 92% of 35-49 year olds. The mobile phone is the main listening device for two in three listeners.
Podcasting moves up a gear
The most striking figure concerns podcasts. More than half of Canadians listened to or watched a podcast in the past month. In spring 2024 the figure was only 31%. In just over two years, the format has therefore gained roughly twenty points of reach or more.
Here too the phone is the preferred device, followed by the computer and then in-vehicle systems. Podcasts are heard at home as well as on the move, including in the car, radio's traditional stronghold.
Streaming: Spotify and YouTube Music lead
Audio streaming services reach just under three in five Canadians. The market is led by Spotify and YouTube Music. Another takeaway: more than two in five Canadians pay for an audio platform subscription, to avoid advertising or to access extra features.
The MTM survey is based on 12,000 telephone interviews a year, including a cellphone-only sample, split equally between English and French speakers. The full report is available to MTM clients.
What it means for internet radio stations
For internet radio stations, especially French-language ones targeting audiences in Quebec or across Canada, these figures confirm that online listening has become the norm. Several practical lessons emerge:
- Think mobile first. With two in three listeners using their phone, a fast player, an app or a smartphone-friendly page becomes a priority.
- Add podcasts to the offer. The format's growth is too strong to ignore. Cutting the best shows into episodes reaches people who don't listen live.
- Take care of in-car presence. In-vehicle systems are among the devices used for podcasts, so compatibility with connected car interfaces becomes an asset.
- Stand out from the platforms. Against Spotify and YouTube Music, an internet radio station relies on what an algorithm cannot offer: a voice, an editorial line, local information and a bond with its community.
- Keep advertising in check. If more than two in five Canadians pay to escape ads, part of the audience is sensitive to them. Short, well-targeted breaks help protect listening time.
Canada thus joins the markets where digital audio is no longer a niche. That is encouraging news for stations able to be present on every screen, from the smartphone to the dashboard.
Source: Media Technology Monitor (MTM)