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Seventy percent of English-speaking Canadians listen to radio on at least one platform, according to new data from “MTM 18+,” Canada’s Media Technology Monitor study covering adults aged 18 and older. MTM found that more than half of listeners use traditional AM/FM radio exclusively. Around one in five combine terrestrial and online radio, while just 1% report listening only online.
The findings are published in the report “Radio in Canada: What Today’s Listening Habits Reveal,” which examines how Canadians access audio across platforms. The data show that AM/FM remains the primary mode of radio consumption, despite the availability of digital alternatives.
In-car listening continues to dominate. Four out of five traditional radio listeners tune in while traveling by car. By comparison, more than one in three listen at home. The car is also central to digital consumption. MTM reports that 70% of online radio listening and 57% of satellite radio listening take place in vehicles.
Listening levels are highest among older Canadians. Use of online and satellite radio is particularly evident among those aged 35–64.
Regional differences are also evident. Residents of Atlantic Canada and Northern Canada are the most likely to stream AM/FM radio. Northern residents also show a stronger preference for satellite radio than any other province.
“MTM 18+” is based on approximately 12,000 telephone interviews conducted annually, including a dedicated mobile sample. Over the past decade, more than 300,000 Canadians have been surveyed, evenly divided between English- and French-speaking respondents.
This article originally appeared in RedTech’s sister publication, La Lettre Pro.
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