Digital audio is having a serious moment in Canada, and it’s only getting louder.

As listeners across the country tune in via smartphones, smart speakers, and streaming platforms, advertisers are finding fresh opportunities to connect with highly engaged audiences in ways that are personal, contextual, and incredibly scalable. With the digital advertising market expected to top $16 billion by 2025, and podcast ad revenues projected to reach $127.1 million, digital audio is emerging as one of the most dynamic frontiers in media.

Here’s what’s fueling this surge and how savvy advertisers can make the most of it.

The Streaming & Podcast Renaissance

Canadians are listening more than ever and they’re doing it on their terms.

Streaming on the Rise:

Live AM/FM streaming now accounts for 10% of all traditional radio listenership, with even stronger traction among listeners aged 18–34 (11%) and 25–54 (13%). And it’s no surprise that 60% of listeners are tuning in via smartphones—turning the morning commute or lunchtime walk into a prime ad moment.

Podcast Growth is Booming:

Monthly podcast listenership has soared from 26% to 39% of adults in just five years. Even more interesting? YouTube has surpassed Spotify as Canada’s most popular podcast platform, holding a 35% share. The takeaway: advertisers need to think cross-platform when planning
audio buys.

Dynamic Ad Insertion & Programmatic Are Game-Changers

Targeted. Timely. Measurable.

Dynamic Ad Insertion (DAI) is now widely adopted, letting advertisers serve real-time, relevant messages tailored to individual listeners. Pair that with programmatic audio buying which offers automation, precision targeting, and performance tracking and you’ve got a recipe for ROI.

Smarter Targeting with Better Data

With privacy laws tightening, Canadian advertisers are shifting their focus toward first-party data and publisher insights for contextual and behavioral targeting. Regionality is key too: national brands are geo-targeting by province and city to match local culture and preferences.

Next-Level Measurement & Attribution

Gone are the days of “spray and pray.”

Today’s advertisers are demanding transparency and real insights, leaning on pixel tracking, incrementality studies, and real-time dashboards to evaluate performance. Third-party verification is becoming increasingly common.

Creative Innovation Powered by AI

Audio is getting personal—and interactive.

Brands are experimenting with AI voice synthesis, dynamic scripts, and voice-enabled formats to create campaigns that speak directly to their audiences. Whether it’s tailoring messages by location or engaging listeners through interactive ads, audio is no longer a one-way street.

Navigating Canada’s Cultural & Regulatory Landscape

From bilingualism to privacy laws, Canada’s ad market has its own unique rhythm.

• Privacy-first planning is essential, especially as Bill C-27 tightens data handling rules.
• English and French content require culturally relevant creative and targeting—one-size-fits-all approaches won’t suffice.

English vs. French-Speaking Audiences: What’s Different?

Listening Habits:

• Daily podcast listening: 18% of Anglophones, 15% of Francophones.
• Weekly listenership: Nearly equal at 41% (English) vs 45% (French)
• Radio streaming is higher in Montreal, with 27% of French speakers tuning in online—especially in the early morning.

Genre Preferences:

• English-speaking listeners are drawn to news, culture, and comedy.
• French-speaking audiences tend to prefer news, science, and culture-focused shows.

Ad Performance:

• Among podcast listeners who recall ads, 79% of Anglophones visited a brand’s website and 71% made a purchase.
• Francophones? Even more impressive site traffic at 84%, though purchase conversion is slightly lower at 60%.

Strategic Moves for 2025

Here’s how marketers can amplify their audio game:

1. Tailor Your Creative
2. Don’t just translate—localize. Create bilingual campaigns that reflect cultural nuances and audience preferences.
3. Prioritize Mobile & Smart Devices
4. Reach people where they’re most engaged: on smartphones, smart speakers, and top streaming platforms like YouTube.
5. Leverage First-Party & Contextual Data
6. Utilize publisher data and geo-targeting to deliver highly relevant audio experiences.
7. Go Interactive & AI-Powered
8. Explore voice-enabled ads and AI-driven content to surprise and delight your audience.

The Bottom Line

Canada’s digital audio market is evolving fast. With consumption surging, tools getting smarter, and audiences more receptive than ever, now is the time to invest in innovative, data-driven audio strategies that cut through the noise.

Whether you’re a national brand or a niche player, the message is clear: if you’re not in the audio space in 2025, you’re missing out.

Want help building an audio strategy that resonates from coast to coast? Let’s talk. Solutions@tritondigital.com

Sources: Made In CA - Podcast Statistics | Made In CA - Digital Marketing Statistics | Media In Canada referencing Numeris study | Media in Canada - Canadians are still tuning in | Vovia | Signal Hill - The Canadian Podcast Listener 2024 | Media in Canada - English and French Audiences |  ​Media in Canada - Canadian are tuning in | Triton Canadian Podcast Report 2024