MTM report finds 80% of Canadians consume digital audio as podcasting surges

Digital audio listening is now a dominant daily habit for many Canadians, according to the latest data release from the Media Technology Monitor (MTM).

In its latest report, Volume Up: Online Audio Overview 2026, MTM says online audio content is capturing record audiences in Canada, propelled by surging podcast popularity and widespread smartphone use. The report looked at how Canadians are interacting with digital sound, spanning streaming services, podcasts, internet radio, and audiobooks.

Its findings indicate four out of five Canadians now tune in to online audio content. Adoption is nearly universal among younger demographics, reaching 96% among adults, aged 18-34, and 92% among those aged 35-49. MTM says mobility is driving those habits, with two in three listeners identifying their cellphones as their primary listening device.

Podcast boom accelerates

The standout revelation of the 2026 overview is the dramatic surge in podcast consumption. Over half of all Canadians reported listening to or watching a podcast within the past month. That marks a steep climb from spring 2024, when podcast penetration sat at just 31%.

While cellphones remain the top choice for accessing podcasts, Canadians are also turning to secondary devices to listen on-the-go or at home, with computers and in-dash entertainment systems following closely as secondary hubs.

Two in five now hold premium subscriptions

MTM found that music and audio streaming services are reaching just under three-fifths of the population, with the market continuing to be anchored by digital streaming giants, Spotify and YouTube Music.

More than two in five Canadians are now maintaining a paid subscription to an audio streaming platform to escape ads or unlock offline playback or other premium audio features.

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