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.
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.
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.
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.
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.
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.
From bilingualism to privacy laws, Canada’s ad market has its own unique rhythm.
Listening Habits:
Here’s how marketers can amplify their audio game:
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