How Canadians listen to audio

Дата публикации: 29-07-2026 10:15:01

...and how much of it is to podcasts.
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Основное содержимое страницы с новостью.

Touann Gatouillat Vergos

• 9 out of 10 Canadians listened to some form of audio yesterday - and half of it is ad-supported. However, podcasts get just 9% of all ad-supported audio time in Canada, says a new piece of research from Signal Hill Insights. Music on YouTube, or streaming services, are listened-to more than 2.5x more, the study says.

  • How does this compare? Podcasts are just 6% of all audio in the UK, according to RAJAR’s MIDAS study; 8.9% of ad-supported audio in Australia, says GfK; but 20% of ad-supported audio in the US, says Edison Research’s Share of Ear.
  • Meanwhile, in the US’s TV landscape, Nielsen reports that streaming services were responsible for 48.6% of total TV usage in May. YouTube is on 13.8%; Netflix is on 8%.

• YouTube is making custom thumbnails available for YouTube Shorts, and giving more control about how they look.

• In the US, ABC News Podcast network has launched a subscription channel through Apple Podcasts for its 20/20 true crime shows. Subscribers will receive exclusive content and early access to new series ahead of the public releases.

• Micro.blog, a blogging platform, has expanded its video and podcasting offering, including support for video podcasts using the alternateEnclosure. It will also post video to YouTube and PeerTube, and do some rudimentary fixes for podcast audio level. Manton Reece writes: “There are many exclusive audio shows that are not based on RSS feeds. If left unchecked, this will eventually erode the interoperability and radical beauty of podcasting.”

• The next version of Pocket Casts will have HLS support, as well as an audio-only playback setting. Looking at the pull request, the feature will be behind a remote flag for now, so only for selected users. (Pocket Casts already supports MP4 video).

• More staff members are leaving The Diary of a CEO - Director of Trailers, Anthony Smith: “excited and nervous about what’s to come as I figure out the next steps” and Head of Failure and Experimentation Grace Miller: “I don’t know what the future holds”. Co-founder Jack Sylvester left earlier this month: “I don’t know what’s next but I’m more fired up than ever”. Also in a post on LinkedIn, Steven Bartlett suggests that the company has 150 employees, and “forecasting 500+ hires across the UK and US in coming years”.

  • There’s an interview with Anthony Smith in the Building the Brand podcast, given after he left the company.

• The Podfluencer Community has launched an International category for its Podfluencer Awards - the first for independent podcasters outside the German-speaking world. It’s free to apply; you’ve until Aug 15 to enter.

• New signings: Acast has signed an exclusive advertising partnership with The Washington Post … YAP Media has added four new shows, and rebranded a fifth … and NOVA Podcasts has signed parenting podcast Two Doting Dads - the show was with iHeartPodcasts.

• The Media Leader posts What’s next for podcasting? Five industry leaders weigh in on AI and measurement

• The Podcast Show London has made more sessions on-demand, this time from The Studio Stage. There’ll be a link in your email for that.

The VISION

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The sound still led. Everything else just followed.

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Tips and tricks - with Podcast Movement NYC

• The Canadian University Affairs website writes about how to pitch yourself as a podcast guest.
• Simplecast posts The Secret to Building a More Valuable Sports Podcast Audience.
• On the main stage last year at Podcast Movement, Strategic Solutions and Point to Point revealed The Podcast Growth Study, with insights to use when promoting your next show.

Podcast News - with Airwave Podcast awards in the wild

Seen parked outside the Australian Broadcasting Corporation in Brisbane today was this ad for new Australian awards Sonarr. Nice targeting! (The awards close for entry on Friday).

See any marketing for podcasts in the real world? Snap’em and send’em to us.

Podcast data

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