2021
8
Canada Streaming Audio Market Report 2021
2021-07-16T04:11:39+01:00
OX1044461
3695
140298
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Report
en_GB
“Most consumers are using major music streaming services for free, presenting a challenge for operators, but an opportunity for advertisers to reach a wide audience through such platforms. Several factors…

Canada Streaming Audio Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the Canada Streaming Audio Consumer market including the behaviors, preferences, and habits of the consumer.

The streaming audio market, supported primarily through premium subscriptions and advertising, continues to grow and offer value for marketers looking for new avenues to reach their consumers. The vast majority of Canadians have listened to some sort of audio service in the six months leading to December 2020, with close to half having listened to offline radio and over a third to a music streaming service. Music streaming services such as Spotify have seen their user base increase since the onset of the COVID-19 pandemic.

Music streaming service users are most interested in features and streaming audio trends like early song/album releases, exclusive content, and information about artists/bands. Consumers want a helping hand in discovering content that resonates with them, as half enjoy receiving recommendations for new music they may like. Packaged offerings will also work well, as many consumers are more likely to subscribe to a premium music service if it is bundled with other services.

Read on to discover more about the Canada Streaming Audio consumer market, read our Sports Viewing Experience – Canada – 2021 report, or take a look at our other Media, Books And Stationery Market research reports.

Quickly understand

  • The impact of COVID-19 on the streaming audio industry.
  • How the streaming audio market will fare post-COVID-19.
  • Explores usage of audio services, usage of paid music streaming services, usage of free music streaming services, devices used to stream audio and/or listen to music and interest in features on a music streaming service. Additionally, attitudes towards audio streaming services are explored.
  • Examines the challenges the streaming audio market faces, explores market factors impacting the category, marketing and advertising campaigns, as well as innovations and trends this market is experiencing.

Covered in this report

Brands include: Spotify, Amazon Prime, Apple Music, Audible, Vurbl, ROCKI, Dacast, Canadian Live, YouTube, SiriusXM, iHeartRadio, Netflix, NBC, ESPN, CNN, BBC, TIDAL, DI.FM, Shazam, SoundCloud, Deezer, Alexa, Sonos, Garmin, Xbox, Apple HomePod, Google Home, Facebook, Reddit, Twitter, Twitch, Pandora.

Expert analysis from a specialist in the field

This report, written by Andrew Zmijak, a leading analyst in the Consumer Behavior sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

“Most consumers are using major music streaming services for free, presenting a challenge for operators, but an opportunity for advertisers to reach a wide audience through such platforms. Several factors will drive consumers to subscribe to a music streaming service, including early releases, exclusive content and information about artists. Brands in the category will also want to position themselves as curators, as consumers will respond well to recommendations for new music they may like.

Andrew Zmijak


Andrew Zmijak
Research Analyst, Consumer Behavior

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • COVID-19: Canadian context
        • Executive Summary

            • Top takeaways
              • Market overview
                • Impact of COVID-19 on audio services
                  • Summary
                    • Figure 1: Short-, medium- and longer-term impact of COVID-19 on audio services, May 2021
                  • Opportunities
                    • Bundles will resonate with parents
                      • Certain features will draw consumers
                        • Brands need to act more like curators
                          • Challenges  
                            • Many still want to own their music
                              • A relatively small percentage are paying for music streaming
                                • There is always a way to listen to content for free
                                • The Market – Key Takeaways

                                  • The Canadian economy is still shaky
                                    • Adopting new genres to attract new Canadians
                                      • Podcast advertising projected to reach new levels in 2021
                                      • Market Factors

                                        • The Canadian economy is still shaky
                                          • Figure 2: Canadian unemployment rate, April 2020-April 2021
                                        • Adopting new genres to attract new Canadians
                                          • Listening behaviour shifts as commuting declines
                                            • Podcast advertising projected to reach new levels in 2021
                                            • Key Players – Key Takeaways

                                              • Audiobooks to the rescue
                                                • Next-generation audio platforms
                                                  • Brands address current social issues
                                                    • Filling the gap left by the absence of live music
                                                      • The pandemic shifts the mood towards wellbeing
                                                        • Broadening repertoire of features can drive greater engagement
                                                        • Competitive Strategies

                                                          • Audiobooks to the rescue
                                                            • Figure 3: Audible, online ad, May 2021
                                                            • Figure 4: Audible, online ad, May 2021
                                                            • Figure 5: Audible, online ad, May 2021
                                                          • Surprise drops revamp album release tactics
                                                            • Next-generation audio platforms
                                                              • Brands address current social issues
                                                                • Figure 6: Spotify Instagram post, February 2021
                                                                • Figure 7: Audible, mobile ad, May 2021
                                                              • Filling the gap left by the absence of live music
                                                                • Figure 8: Canadian Live Music Association Instagram post, May 2021
                                                                • Figure 9: Canadian Live Music Association Instagram post, May 2021
                                                            • Market Opportunities

                                                              • The pandemic shifts the mood towards wellbeing
                                                                • Broadening repertoire of features can drive greater engagement
                                                                • The Consumer – Key Takeaways

                                                                  • Most Canadians have listened to some sort of audio service
                                                                    • A relatively small share are paying for music streaming
                                                                      • Half used a smartphone to stream audio and/or listen to music
                                                                        • Early music releases top the list
                                                                          • Half like to receive recommendations for new music
                                                                            • Bundles will sway many to a premium music service
                                                                            • Usage of Audio Services

                                                                              • Most Canadians have listened to some sort of audio service
                                                                                • Figure 10: Usage of audio services, December 2020
                                                                              • Men are more inclined towards modern radio services
                                                                                • Figure 11: Usage of select audio services, by gender, December 2020
                                                                                • Figure 12: Select attitudes towards audio streaming service, by gender, December 2020
                                                                                • Figure 13: Digitally Imported Instagram post, April 2021
                                                                                • Figure 14: Digitally Imported Instagram post, May 2021
                                                                              • Younger consumers are more likely to be streamers
                                                                                • Figure 15: Usage of streaming audio services, by age, December 2020
                                                                                • Figure 16: Select attitudes towards audio streaming service (% any agree), by age, December 2020
                                                                              • Lesser-used services not as impacted by age
                                                                                • Content and easy accessibility will drive older audiences to stream
                                                                                  • Figure 17: Usage of radio-related audio services, by age, December 2020
                                                                                • Parents are drawn to music streaming, especially as part of another subscription
                                                                                  • Figure 18: Usage of audio services, by parental status, December 2020
                                                                                • Those not born in Canada lean towards music streaming and internet radio
                                                                                  • Figure 19: Usage of audio services, consumers born in Canada vs not born in Canada, December 2020
                                                                                • A relatively small share are paying for music streaming
                                                                                  • Figure 20: Usage of paid vs free music streaming services, December 2020
                                                                                  • Figure 21: Apple Music, mobile ad, June 2020
                                                                                • Budgets may be tightening
                                                                                • Devices Used

                                                                                  • Half used a smartphone to stream audio and/or listen to music
                                                                                    • Figure 22: Devices used to stream audio and/or listen to music, December 2020
                                                                                    • Figure 23: Sonos Instagram post, June 2021
                                                                                  • Across a range of devices, men are more likely to stream
                                                                                    • Figure 24: Devices used to stream audio and/or listen to music, by gender, December 2020
                                                                                    • Figure 25: TIDAL Instagram post, November 2020
                                                                                  • Younger listeners rely on their smartphones to stream
                                                                                    • Figure 26: Devices used to stream audio and/or listen to music, by age, December 2020
                                                                                • Interest in Features on a Music Streaming Service

                                                                                  • Early music releases top the list
                                                                                    • Figure 27: Interest in features, December 2020
                                                                                    • Figure 28: Apple Music Instagram post, June 2020
                                                                                  • Interaction and staying informed are of more interest to younger groups
                                                                                    • Figure 29: Interest in select features, by age, December 2020
                                                                                    • Figure 30: Twitch Instagram post, April 2021
                                                                                • Attitudes towards Audio Streaming Services

                                                                                  • Half like to receive recommendations for new music they may like
                                                                                    • Figure 31: Communication-related attitudes towards audio streaming services, December 2020
                                                                                    • Figure 32: Spotify Facebook post, April 2021
                                                                                    • Figure 33: Mintel Trend Driver Rights
                                                                                  • Bundles will sway many to a premium music service
                                                                                    • Figure 34: Attitudes towards premium music service, December 2020
                                                                                    • Figure 35: Spotify, mobile ad, April 2021
                                                                                    • Figure 36: Attitudes towards premium music service, by parental status, December 2020
                                                                                  • Many still want to own their music
                                                                                      • Figure 37: Select attitudes towards audio streaming service, December 2020
                                                                                    • Most will find a way to listen for free
                                                                                      • Figure 38: Select attitudes towards audio streaming service, December 2020
                                                                                  • Appendix – Data Sources and Abbreviations

                                                                                    • Data sources
                                                                                      • Consumer survey data
                                                                                        • Mintel Trend Drivers
                                                                                          • Consumer qualitative research
                                                                                            • Abbreviations and terms
                                                                                              • Abbreviations

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