Broadcast Radio controls more than three-fifths of Canadian listening according to a new “Share of Ear” study released by Edison Research. Whether over-the-air or via streaming, AM/FM stations account for 61% of all Canadian listening, according to the study.
Streaming audio services comprise only 9% of listening in Canada, compared to 15% in America. (Pandora is not available in Canada. Both iHeartRadio Canada and Radioplayer Canada did launch in 2017.)
Share of Ear uses diary methodology to determine both the amount and nature of audio consumed by users in an average week. AM/FM radio is followed by listeners’ owned music collections (16%), streaming audio (9%), TV music channels (6%), SiriusXM Satellite Radio (4%), and podcasts (3%). The study also found that Canadians average 4 hours and 14 minutes of listening to audio daily, slightly more than their U.S. counterparts.
“Share of Ear: Canada” was commissioned by Radio Connects, Canada’s radio marketing and advocacy group. The presentation took place in Toronto, Wednesday morning.
