The newest MTM audio report takes a look into where and how anglophone adults are consuming streaming music and podcasts, as well as their key demographics. Almost four in five adults say they’ve streamed audio content in the past month via a variety of sources such as music streaming services (57%), podcasts (40%) and AM/FM radio streaming (25%). Young, affluent and educated anglophones are most interested in online audio content with 95% of anglophones 18-to-34 have streamed audio in the past month, along with 99% of anglophones who are currently studying and 83% of university educated anglophones.

Streaming audio listening is most likely in anglophone Canadian households with higher HH incomes, possibly because these HH can afford several different devices for listening and to be music service and podcast subscribers. Probability of streaming audio listening ranges from 63% of those with a household income under $35K, 81% of HH reporting income $75K to $100K income up to 89% among those with HH income over $150K. Past month usage is also higher than average among some diverse populations, namely Indigenous Canadians (89%) and racialized Canadians (87%).

Smartphones (85%) are the most used devices for music streaming services, followed by computers (52%), smart speakers (38%), connected TV (25%) and tablets (21%). These results are similar to what MTM sees for overall audio streaming.

Spotify and YouTube Music are the most used music streaming services, followed by Apple Music, Sirius XM, Amazon Music, Stingray and iHeartRadio. Spotify, Amazon Music and Sirius XM have shown more growth than other services in the last few years. Some of Spotify’s growth could be credited to new features and services being added to the platform over time such as audiobooks and podcasts.

Amazon Music, which is bundled with Amazon Prime Video, saw a large uptick in subscriptions between Fall 2019 and Spring 2023 (26% to 56%). Sirius XM is increasingly standard in newer model vehicles, and this could translate to growth in usage of its app and web player.

In addition, 43% of anglophones say they have a paid premium subscription to a music streaming service. Those with a paid subscription spend five more hours listening to music streaming services compared to the average anglophone, 13.1 hours versus 8.1 hours. Apple Music listeners are more likely than others to opt for a paid subscription to a music streaming service.

Interest in podcasts has grown among younger anglophone adults and those with higher household incomes with 55% of 18-to-34 year-olds and 50% of those 35-to-49 year-olds listening this past month. They are also more likely to have a paid podcast subscription. Looking at the devices used for podcast listening, 84% of listeners use their smartphones, while only 29% use their computers. Paying for exclusive podcast content remains more niche, with only 16% of podcast listeners opting in.