Digital audio (such as streaming audio and podcasts) is occupying an increasing share of the media landscape. Over one in four Quebecers now listen to podcasts.
A new preferred medium for staying informed
Type of content listened to the most by francophone Canadians
Source : Les Écrans, La baladodiffusion a le vent dans les voiles d’un océan à l’autre, October 2020
And this is just the beginning! In this province, where listenership remains lower than the Canadian average, the digital audio market still has some great opportunities for growth.
Francophone Quebec: Listeners waiting to be conquered!
Source : Vividata, Fall 2021, 14+, Rest of Canada, provinces other than Quebec
Advertisers are seeing the potential
An increase in the options available as well as in consumption is provoking growing interest amongst advertisers. In fact, this year, investments have reached the critical mass needed to trigger measurement and reporting by the Interactive Advertising Bureau of Canada (IAB Canada).
Let’s see the numbers!!
In francophone Canada, advertising investment in digital audio is as follows:
Source: Interactive Advertising Bureau of Canada (IAB), 2020 IAB Canada Internet Ad Revenue Survey, October 2021
There are still many challenges ahead!
Within this fractured universe spread over many platforms, one of the main issues facing digital audio is discoverability.
Source: Autohebdo, Rapport indice des prix, September 2021 compared to September 2020
As consumers display an increasing desire to disconnect from their screens, digital audio is presenting itself as a great alternative for unplugging, having fun, and staying informed. And things are also advancing in terms of metrics: Numeris is tackling the deployment of an analytics solution for listenership on the major platforms. Definitely a trend to keep track of!