Music 360: Canada 2022

Released April 2022

$10,000

Leveraging the latest consumer insights, Luminate shares a full analysis of the Canadian music market. This report shares a full suite of data alongside tailored recommendations that you cannot find anywhere else.

Allowing unprecedented insight into this music market, this report covers listener demographics, behaviors across and outside of music (physical music vs. streaming, live music, music discovery, social media, etc.), partnership opportunities, and more.

Using these insights, you will be able to fully engage in the Canadian music market, develop strategies that work for your business, and build a foundation to reach as many fans as possible.

These data and insights can help you understand key business questions such as:

  • How do music listeners in Canada engage with various types of entertainment?
  • What are the unique needs of French-speaking music listeners in Canada?
  • What is the role of music streaming for the Canadian music audience?
  • How do more traditional formats (e.g. Radio, TV) impact the music-listening experience in Canada?
  • How do Canadian listeners engage with music on social media?
  • When will Canadian fans return to live music events? And what would make them comfortable to do so?
  • Is there a market for live streamed music in Canada? What are the perceptions of live streamed music events?

Details

Topic:

Canada Music Landscape

Who was surveyed (Source):

Canada General Population (13+)

Sample Size:

2,005 Respondents in Canada (Nationally Representative)

When was the survey taken:

2/16/22 - 3/10/22

Length of Report:

76 slides

Trend & Freq of report:

Annual

Social Platforms Included in Survey:

Facebook, Twitter, Reddit, Tumblr, Pinterest, Instagram, Snapchat, WhatsApp, LINE, WeChat, TikTok, Triller, Discord, Facebook Reels, Instagram Stories, YouTube, YouTube Shorts, BeReal

DSPs Included in Survey:

YouTube, Spotify, Pandora, Apple Music, Amazon Music, iHeart Radio, Sirius XM, VEVO, SoundCloud, TIDAL, Napster, LiveXLive, Twitch, Bandcamp, Slacker, Deezer, TuneIn Radio, CBC Listen, Stingray Music, Radioplayer Canada

Festivals Included in Survey:

Canadian Music Week, North by Northeast (NXNE), Field Trip, Dauphin's Countryfest, iHeartRadio Festival (Canada), Calgary Stampede, Ottawa Bluesfest, Boots and Hearts, Osheaga, Hillside, Pop Montreal, CBC Music Festival, Digital Dreams, Cavendish Beach, Big Valley Jamboree, VELD, Ovo Fest, Montreal Jazz Festival, Toronto Jazz Festival, Edmonton Folk Festival, Festival d'ete de Quebec

Televised Shows Included in Survey:

Eurovision, Canada's Got Talent, The Voice Canada / La Voix, Juno Awards, Canadian Country Music Awards, Canada's Walk of Fame, BRIT Awards

Insight Categories

Music Behaviors & Preferences

  • Time spent with music
  • Importance of entertainment interests
  • Music listening locations/activities
  • Music listening by format
  • Share of music time by format
  • Music discovery sources
  • Annual music spend

Genre & Language

  • Genre listenership & fanship
  • Listenership by decade (’80s, ’90s)
  • Location & language preferences

Audio & Video Streaming

  • Music streaming service awareness & usage
  • Free vs. paid subscriptions
  • Streaming service satisfaction
  • Barriers to subscribing
  • Start of paid subscriptions
  • Future subscription opportunities
  • Top streaming service features
  • Video streaming
  • VPN usage for streaming services
  • Drivers of VPN usage for streaming

Role of Technology

  • Factors for music device selection
  • Device ownership
  • Top devices for music listening
  • Technology & music discovery

Format Purchasing

  • Past music purchasing
  • Purchase intent by format
  • Format purchase considerations

Brand Activating

  • Top brand activations
  • Product purchasing (past & future intent)

Playlisting

  • Playlist importance
  • Weekly playlist usage

Livestream Performances

  • Livestream music event attendance
  • Top platforms used
  • Top attendance motivators
  • Livestream music event satisfaction
  • Attitudes toward livestreaming
  • Paying to attend livestream
  • Barriers to livestream event attendance

Live Music Events

  • Live event attendance (past & future intent)
  • Discovery sources
  • Likelihood of attending future events
  • Barriers to future attendance
  • Awareness of top music festivals

Social Media & Short Video Clips

  • Social media & short video clip site usage
  • Social media & short video clip platforms
  • Top music activities on sites
  • Music content on social media & short video clip sites

Health & Wellness

  • Wellness activities & services

Broadcasting & Awards Shows

  • Awareness of broadcast events and awards shows
  • Broadcast events and awards shows viewership (past & future intent)
  • Impact of competition shows

Gaming

  • Devices for gaming
  • Top gaming platforms
  • Top gaming titles
  • Music & artist discovery via gaming

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