The Podcast Industry

The podcast industry has seen remarkable growth, with the number of active podcast programs climbing from 550,000 to 750,000 between 2018 and 2019.[1] More than a third of anglophones in Canada listen to podcasts, and just over a quarter of francophones. On average, Canadians listen to 3.6 podcasts per week, totaling about 5.9 hours and 8.2 episodes. Podcast listening correlates with younger age and higher education levels, with almost all listening occurring on mobile devices (92.9%). The top genres in Canada are true crime (18%), comedy (16%), news (16%) and society & culture (12%).[2] While podcast news consumption is around 7% for Canadians, similar across generations, it remains significantly lower than TV or social media.[3] Notably, CBC/Radio-Canada is highly represented in the country's top podcasts.[4]

The demand for specific genres is also on the rise, with sports podcasts experiencing a 39% increase in demand since 2019 and a 119% growth in downloads. Podcasts like "The Players Own Voice" and "I Am Athlete" offer personal conversations with athletes, covering not just sports analysis but also topics such as parenting, loss, depression, and intimacy.[5]

Podcasters generate revenue through several primary methods:

• In-stream ads from platforms like YouTube.
• Direct relationships with advertisers, where hosts read out ads for specific products or services.
• Converting their audience to live events, such as comedy tours or shows.
• Platform-dependent deals with major services like Spotify or emerging competitors, which operate outside of traditional YouTube monetization.[6]

Crucially, diversity is gaining ground in the audio entertainment market, especially within BIPOC communities. Independent production companies are on a more equal footing with larger names, fostering more diverse and niche content than seen in television. Podcast creators often retain control over their content, allowing for representation in character voices and cultural themes that address experiences like lack of resources and racism, bridging cultural gaps for children. This makes diverse podcasts a "smart bet" for producers, although BIPOC families still struggle to find them in a cluttered marketplace.[7]

Podcasts such as "canadaLANDBACK" also provide significant value in giving voice to Indigenous creators and journalists, enabling them to tell powerful stories directly and amplify the voices of those affected by the issues they cover. By creating a space that fosters empathy for Indigenous communities, podcasts can highlight the urgent need for justice, healing and the preservation of Native cultures. This deep-dive narrative style also helps to counter pervasive stereotypes and misinformation that have been reinforced by problematic mainstream media coverage, successfully adjusting media narratives around critical cases involving Indigenous children.[8]

News influencers frequently share content through podcasts, with 34% doing so.[9] Notably, podcast listeners who hear political opinions are far more likely to feel those views align with their own (47% vs. 7%).[10] Some lifestyle podcasts, often hosted by YouTubers, have become especially influential in shaping political engagement. These shows may cover topics like sports, masculinity and internet culture, but frequently weave in political topics as elections approach. Because podcasts feel authentic, relaxed and conversational, listeners of these long-form shows tend to trust the hosts, making them effective platforms for political messaging. Unlike traditional journalism, guests on these podcasts often face little pushback, allowing for long, unchallenged discussions. This phenomenon has been likened to a "new version" of classic AM radio talk shows, but with the unprecedented reach of platforms like YouTube, which leverages algorithms to recommend content widely.[11]

Podcasts serve as platforms for ideologies and views outside of mass media discourses.[12] Right-wing podcasts are often deeply integrated with broader infrastructures, as part of an alternative conservative media ecosystem.[13] Similarly, content substantially to the left of the political mainstream is readily available on platforms like Spotify and iTunes.[14]

[1] Whitner, G. (2021). Podcast Statistics-Newest Available Data Infographic. Available Data Infographic. https://musicoomph.com/podcast-statistics/ Last accessed 2021/04/

[2] Triton Digital. (2025) 2024 Canadian Podcast Report: A Year in Review.

[3] (2024) Trust in Media: How Canadians Feel About News Outlets. Pollara.

[4] Triton Digital. (2025) 2024 Canadian Podcast Report: A Year in Review.

[5] Kong, S.L. (2025) Social media video and podcasts are changing sports reporting. The Globe and Mail

[6] Alba, D., & Yin L. (2025) The New Mainstream Media: How Lifestyle Podcasts are Becoming the Go-To Information Source for American Men. News Over Noise.

[7] Hernandez, A. (2023) How podcast creators are tuning into diversity. KidScreen.

[8] Duty, Shannon S. (2023) Native podcasts. The Investigative Reporters & Editors Journal.

[9] Stocking, G., et al. (2024) America’s News Influencers. Pew-Knight Initiative.

[10] Stocking, G., et al. (2024) America’s News Influencers. Pew-Knight Initiative.

[11] Alba, D., & Yin L. (2025) The New Mainstream Media: How Lifestyle Podcasts are Becoming the Go-To Information Source for American Men. News Over Noise.

[12] Higdon, N., & Lyons, J. (2022). The Other Populist Media: The Rise of The Prog-Left and the Decline of Legacy Media?. Democratic Communiqué, 31(1).

[13] Dowling, D. O., Johnson, P. R., & Ekdale, B. (2022). Hijacking journalism: Legitimacy and metajournalistic discourse in right-wing podcasts. Media and Communication, 10(3), 17-27.

[14] Higdon, N., & Lyons, J. (2022). The Other Populist Media: The Rise of The Prog-Left and the Decline of Legacy Media?. Democratic Communiqué, 31(1).