Canadian Digital Audio Consumers: An Inside Look

Digital audio continues to gain momentum in Canada, becoming an essential part of everyday life. From music to podcasts, audio is where audiences turn for connection, entertainment, and information. The SiriusXM Media Canada Audio Study, fielded with DISQO in November 2025, offers fresh insights into the Canadian digital audio consumer—revealing a landscape defined by emotion, authenticity, and flexibility. The study explores everything from ad receptivity and time spent with media, to Canadian-specific values and beliefs, to future purchase intentions. Below, we highlight the most compelling findings.

The multifaceted role of digital audio

For Canadians, digital audio maintains a consistent presence throughout the day, serving as a go-to source for entertainment, information, and emotional connection. This role is reflected in widespread engagement, with more than eight in 10 Canadians listening to music, six in 10 listening to or watching podcasts, and one in three regularly consuming news or sports content. Beyond routine listening, digital audio delivers value that extends beyond sound, evident in how Canadians describe the emotional benefits they gain from music and podcasts. These findings make one thing clear: Digital audio delivers value to Canadians in multiple, meaningful ways.

Authenticity and flexibility: The podcast advantage

Canadian podcast consumers are drawn to the medium for two defining reasons: authentic voices and flexible listening experiences. Authenticity sits at the core of podcast engagement—the conversational tone, unfiltered storytelling, and candid host perspectives create a genuine, real-world environment that traditional media often can’t match. These factors shape not only how audiences engage with content, but how they feel about the creators behind it, making podcasts a trusted destination to be entertained (52%), learn something new (46%), or hear real stories and lived experiences (41%).

Flexibility drives podcast appeal

At the same time, podcasts offer unparalleled flexibility, giving audiences the freedom to engage with content entirely on their own terms. Whether they’re commuting, exercising, multitasking, or winding down at night, podcasts fit seamlessly into daily routines. More than half of Canadian podcast consumers listen to or watch podcasts based on their own schedule, while four in 10 tune into multiple shows across different platforms each week. This natural integration into everyday routines is a major part of the appeal—in fact, 78% of listeners say podcasts make daily tasks more enjoyable. Together, authenticity and flexibility create a powerful combination: real voices that meet people wherever they are.

Podcasts win the battle for time and attention

Podcasts aren’t supplementing traditional media consumption—they’re actively replacing it. Year-over-year shifts reveal meaningful reallocation of time and attention, with Canadian audio consumers increasingly gravitating toward digital-first content. Here’s how their time spent with media formats compared to a year ago:

• 36% of Canadian audio consumers spend more time with audio podcasts

• 31% spend more time with video podcasts

• 23% spend more time with network or cable TV

• 19% spend more time with AM/FM radio

These shifts indicate a major change in how Canadians choose to engage with content. Podcasts provide on-demand convenience, access to in-depth conversations, and a level of personal connection lacking in traditional media. As a result, podcasts are no longer just one part of the media mix—they’re becoming the preferred destination for entertainment, information, and connection.

Audio advertising drives real-world action

Digital audio doesn’t just capture attention—it converts it. Canadian audio consumers report taking meaningful actions after hearing ads within a podcast or streaming audio environment, proving that audio has the power to drive real outcomes. Take a look at the actions taken after listeners hear an audio advertisement:

• 63% of Canadian audio consumers searched online to learn more about a brand

• 61% discovered a new brand, product, or service

• 60% visited a brand’s website

• 52% shared information about a product or brand

• 49% purchased a product

What does this tell us? Canadian audio consumers are not passive listeners. They are leaned in, engaged, and responsive. Even more compelling, half of listeners report paying close attention to the brands that advertise on their favorite podcasts or streaming platforms. When brands show up in environments where listener trust is already high, their messages carry more weight, resulting in measurable impact.

Canadian values drive purchase behavior

The data shows that cultural alignment plays a significant role in purchase decisions for Canadian audio consumers. They’re more inclined to support brands that reflect their values and national identity. In fact, 63% say buying Canadian products is important to them, and 59% place a high level of trust in Canadian brands. When a brand feels authentically Canadian, they take notice and action:

• 71% of Canadian audio consumers feel proud to support brands that reflect Canadian values

• 71% try to support local or Canadian businesses whenever possible

• 65% are more likely to buy Canadian-made products

• 57% are more likely to buy from a brand that supports Canadian podcast hosts

This highlights a key takeaway: National pride plays a powerful role in shaping brand perception and purchasing decisions in Canada, making cultural alignment a key driver of consumer behavior and brand success.

Consumer intentions = brand opportunities

Looking ahead to the next 12 months, Canadian audio consumers demonstrate strong intent to spend across a wide range of categories—signaling meaningful opportunities for brands. Many plan to prioritize personal health and wellness, go on vacations or trips, or upgrade their homes with new furniture, décor, or renovations. Beyond these core categories, consumers also anticipate making larger financial and lifestyle decisions, including subscribing to new streaming or digital services, changing jobs or pursuing new career paths, opening credit accounts, enrolling in online courses, or purchasing or leasing a new vehicle.

For advertisers, these consumer intentions reflect a high-impact audience—engaged, intent-driven, and primed for purchase. Combined with audio’s ability to influence the full funnel, these categories offer powerful opportunities for brands to connect with consumers who aren’t just listening—but ready to act.

Digital audio wins in Canada

Canadian audio consumers are deeply engaged, emotionally invested, and notably receptive to brand messaging. In an environment defined by authenticity, flexibility, and strong attention, digital audio emerges as one of the most powerful ways to reach Canadian consumers in 2026 and beyond.

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