Tuning into podcasts as a powerful channel for brand discovery and sales

Podcasts have moved from niche entertainment to a mainstream media channel, offering brands a unique way to connect with listeners in an intimate, trusted environment. They’re a space where audiences choose to spend focused time, often with hosts they know and trust.

For brands, this creates a rare opportunity: podcast ads and mentions can spark product discovery and drive action, especially when targeted to the right audience and paired with compelling offers.

How big is the podcast market in Canada?

Last year, Canadian podcast advertising revenue reached an estimated $985 million, making it the fastest‑growing regional market in North America. Experts project that figure will nearly double to $1.8 billion by 2030.

Host‑read ads currently generate the most revenue, delivering strong gains in brand awareness and consideration, while dedicated product ads are the fastest‑growing format. In total, Canada accounted for 3.6% of the global podcast advertising market.

Estimated Canadian podcast advertising revenue by 2030

Grandview Horizon, Canada Podcast Advertising Market Size & Outlook, 2024

What this means for your business

Podcast advertising in Canada is growing quickly, creating more opportunities to reach engaged audiences. Now is the time to test and refine your podcast strategy before the space becomes more crowded and competitive.

Understanding podcast listening habits and ad engagement

Knowing how often audiences tune in and how they interact with ads is essential for shaping an effective podcast strategy. Listening frequency tells you how much opportunity there is to reach them, while ad‑skipping behaviour reveals which formats and placements are most likely to be heard.

More than half of Canadians are already tuned into podcasts

Daily or multiple times a day

Weekly

Monthly or less often

Podcast listeners are not afraid to skip ads

Always

Often

Occasionally

Rarely

Never

What this means for your business

Target audiences and formats that maximize your chances of being heard. Consider integrating your message into host conversations or using creative ad formats to reduce skipping and increase engagement. Or why not offer yourself as a guest on podcasts? Nobody can represent your brand better than you and your expertise.

How podcasts spark product and brand discovery

Podcasts offer a unique environment for brand discovery because listeners are already engaged and attentive. Whether through a casual mention in conversation or a dedicated product ad, the format allows brands to introduce themselves in a way that feels personal and authentic.

Understanding which approach drives more discovery, and what actions listeners take afterward, helps you decide where to invest your ad dollars.

Actions taken after hearing a product in a podcast

What this means for your business

Dedicated product ads tend to spark more interest than casual mentions. Use them to clearly present your offer, then make it easy for listeners to take the next step, whether that’s visiting your site, signing up for a promotion or making a purchase.

Audiences most likely to act on podcast ads

Not all podcast listeners respond to ads in the same way. Certain demographics are more likely to discover, research and purchase after hearing a product mentioned. Knowing who they are allows you to target your campaigns for maximum impact.

Demographics most likely to act after hearing a podcast ad or mention

Millennials

More likely to discover new products or brands

Quebec residents

More likely to purchase after hearing a dedicated ad

Males

More inclined to visit a store in‑person and purchase after conversational mentions

Females

More likely to be influenced by personal recommendation from host, as well as special discounts or promo codes

What this means for your business

Tailor your podcast strategy to the audiences most likely to act. Use dedicated ads to reach high‑conversion groups and adapt messaging to reflect their preferences and motivations.

Factors that turn podcast interest into purchases

Once a listener hears about your product, the decision to buy often comes down to trust and value. Understanding which factors tip the scales, from special offers to familiar brands, helps you design podcast campaigns that convert interest into action.

Most influential factors when deciding to purchase a product mentioned in a podcast

Special discounts or promo codes

Brand familiarity

Positive reviews from other listeners

Personal recommendation from the podcast host

What this means for your business

Pair compelling offers with trusted voices. Use promo codes to create urgency, leverage brand familiarity to build confidence and work with hosts whose recommendations resonate with your target audience.

Final takeaways

Podcasts have become a powerful space for brand discovery in Canada, offering an engaged audience and a trusted environment for sharing your message. The brands that succeed here understand who listens, which formats drive action and what motivates a purchase.

By targeting the right demographics, using dedicated ads to spark interest and pairing compelling offers with credible voices, you can turn podcast listeners into loyal customers and make this growing medium a reliable part of your marketing mix.

For maximum impact, consider following up your podcast campaigns with highly targeted direct mail. Combining the attention of podcasts with the trust and tangibility of direct mail can help deepen brand connections and drive even more conversions.

Unless cited separately, all statistics were taken from Canada Post’s 2024 eShopper Survey, a survey of 5,000 Canadian online shoppers conducted by Phase 5 Consultation.