Independent podcasters and owners/co-owners of small to mid-level podcast networks in Canada

April 19, 2021

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List of acronyms and abbreviations

BIPOC
Black, Indigenous, People of Color
CMF
Canada Media Fund
COVID-19
Coronavirus Disease
CPM
Cost per mille
LGBTQ2S+
Lesbian, Gay, Bisexual, Transgender, Queer or Questioning, and Two-Spirit
SEO
Search Engine Optimization
SODEC
Société de développement des entreprises culturelles

1.0 Introduction

This report presents results of an online survey conducted among a mix of independent podcasters and owners/co-owners of small to mid-level podcast networks in Canada. A total of 24 podcasters/owners participated from February 24 to March 12, 2021.

The survey was developed with results analyzed by The Canadian Podcast Listener partnership (Signal Hill Insights and Ulster Media).

It was commissioned by the Department of Canadian Heritage to support the Department’s goal to gather evidence-based information to better understand how to support Canadian creators of digital media such as podcasts. The specific objectives of this study were as follows:

Note: This study is not designed to provide a comprehensive or definitive view of Canadian podcast creators. Rather, it is an exploratory study to get an initial understanding of the Canadian podcasting sector by hearing from a diverse mix of independent and mid-level podcast creators on the nature of their work and the challenges they face.

2.0 Sample profile

Targets were set to recruit independent and mid-level podcasters from the following segments: French, English and Indigenous. Efforts were also made to include representation from the Black, Indigenous, People of Color (BIPOC) and the Lesbian, Gay, Bisexual, Transgender, Queer or Questioning, and Two-Spirit (LGBTQ2S+) communities.

Of the 24 podcasters/owners participating in the survey:

Respondents invited to participate in the survey were largely selected using ‘snowball sampling,’ a recruitment technique in which research participants are asked to identify other potential subjects. While ‘snowball sampling’ is helpful in recruiting difficult-to-find target groups, it should not be seen as broadly representative of those segments. For example, the seed sample for this survey was made up of professional podcasters, so those podcasters who approach podcasts as a hobby are likely under-represented in the survey sample.

3.0 Overview of findings

3.1 Personnel/functions

3.2 Podcast type, reach and growth

3.3 Promotion and platforms

3.4 Revenue and other financial supports

3.5 Motivations

3.6 Obstacles to success

3.7 Impact of COVID-19

3.8 Planned initiatives

4.0 Areas for further exploration

The findings from this study provide a first step towards understanding how PCH can support creators in the podcast industry. Additional research would be necessary to quantify these findings and probe into additional areas not covered by this study.

Among the areas to consider for future study:

Appendix

Top-line survey data among the full sample of the podcasters surveyed are provided on the following pages.

Question 1. Which of the following best describes your role in the podcasting industry?

Response Count Percentage
An independent podcast creator, primarily responsible for just one podcast 9 37.5%
A podcast creator, overseeing at least 2 podcasts 12 50.0%
Other 3 12.5%
Total 24 -

Question 2. Including yourself, how many people are working on your podcast[s]?

Response Count Percentage
Just me 3 12.5%
2 5 20.8%
3-5 9 37.5%
6-9 5 20.8%
10+ 2 8.3%
Total 24 -

Question 3. Which of the following roles do you play on your podcast[s]? Please select all that apply.

Response Count Percentage
Host 14 58.3%
Editor/Mixer/Sound Engineer 14 58.3%
Writer 16 66.7%
Showrunner/Executive Producer 19 79.2%
Producer 22 91.7%
Other 7 29.2%
TotalFootnote 1 24 -

Question 4. Thinking of the other people who work with you on your podcast(s), which, if any, of the following represent distinct positions to which an individual is assigned? Please select all that apply.

Response Count
Host 14
Editor/Mixer/Sound Engineer 12
Writer 10
Showrunner/Executive Producer 8
Producer 9
Other 10
No distinct positions assigned [exclusive] 1

Question 5. Including yourself, how many of the people who help make and distribute your podcast(s) get paid for their services?

Response Count Percentage
All of them 12 57.1%
Most of them 2 9.5%
About half of them 1 4.8%
Less than half of them 2 9.5%
None 4 19.0%
Total 21 -

Question 6. How many podcasts do you currently have?

Response Count Percentage
Just one 8 33.3%
2 7 29.2%
3-5 5 20.8%
More than 5 4 16.7%
Total 24 -

Question 7. In what language(s) are these podcast(s)? Please select all that apply.

Response Count
English 17
French 11
Indigenous Languages 3

Question 8. Please list the full name(s) of your podcast(s).

Note: Results have been removed to maintain the privacy of respondents.

Question 9. On average, approximately how many listeners (or downloads) does your podcast have per episode? Please provide your best estimate, and whether that’s based on downloads or some other measure If you don’t know, simply enter ‘don’t know.’

Note: for respondents with one podcast

Question 10. Thinking of your most popular podcast, approximately how many listeners (or downloads) does that podcast have per episode? Please provide your best estimate, and whether that’s based on downloads or some other measure. If you don’t know, simply enter ‘don’t know.’

Note: for respondents with multiple podcasts

Question 11. How has that audience base changed over the past year?

Response Count Percentage
More than doubled in the past year 5 20.8%
Up, but less than double of what it was a year ago 8 33.3%
About the same as last year 3 12.5%
Down, but retained more than half the audience of a year ago 1 4.2%
Not applicable; the podcast is new in the past year 6 25.0%
Don’t know 1 4.2%
Total 24 -

Question 12. (If applicable) Please list up to three factors that contributed to any change in audience size, in order of importance.

Most Important

Second Most Important

Third Most Important

Question 13. Approximately what percentage of the audience to the podcast(s) you work on is from outside Canada? Please provide your best estimate.

Response Count Percentage
0-24% 9 47.4%
25-49% 7 36.8%
50-74% 3 15.8%
75-100% 0 0.0%
Total 19 -

Question 14. (If applicable) Please list, in order of audience size, the top three countries outside of Canada that listen to your podcast(s). If you don’t know, simply enter ‘don’t know’

Country First Second Third
United States 10 3 2
France 7 0 0
United Kingdom 0 8 0
Belgium 0 3 2
Australia 0 1 2
Morocco 0 0 1
Germany 0 0 1
Don’t know 3 0 0

Top Countries Overall

  1. United States
  2. United Kingdom
  3. France

Question 15. How important to your podcast is that audience from outside Canada?

Response Count Percentage
Extremely important 1 4.2%
Very important 5 20.8%
Somewhat important 10 41.7%
Not very important 7 29.2%
Not at all important 1 4.2%
Total 24 -

Question 16. How do you promote your podcast(s) to potential listeners? Please select all that apply.

Response Count Percentage
Promote on social media through your own feeds 23 95.8%
Buy ads on social media 6 25.0%
Guest on other episodes 8 33.3%
Purchase ads on other episodes 1 4.2%
Apply SEO (Search engine optimization) 10 41.7%
Other 5 20.8%
TotalFootnote 1 24 -

Question 17. Please list, in order of importance, the social media you use to promote your podcast(s).

Country First Second Third
Facebook 9 4 4
Instagram 6 4 4
Twitter 2 8 3
LinkedIn 1 1 1
Reddit 1 0 0
Pinterest 1 0 0
TikTok 0 1 0
Newsletter 0 1 0
ClubHouse 0 0 1
YouTube 0 0 1

Top Types of Social Media used to for Promotion Overall

  1. Facebook
  2. Instagram
  3. Twitter

Question 18. In addition to making your podcast(s) available for download on podcast apps, on which of the following platforms, if any, do you also make your podcast(s) available? Please select all that apply.

Response Count Percentage
YouTube 8 33.3%
Broadcast Radio 4 16.7%
A website 23 95.8%
Other 5 20.8%
TotalFootnote 1 24 -

Question 19. Apart from full podcast episodes, do you make other content related to your podcast(s) available on any of the following platforms? Please select all that apply.

Response Count Percentage
YouTube 6 25.0%
Broadcast radio 1 4.2%
A website 12 50.0%
Social media (e.g., Facebook, Reddit, Twitter, Instagram, TikTok) 6 25.0%
Don’t make content related to podcast(s) available on other platforms 8 33.3%
TotalFootnote 1 24 -

Question 20. From which of the following sources, if any, do you generate revenue for your podcast(s)? Please select all that apply.

Response Count Percentage
Ads 5 20.8%
Sponsorship from firm/organization (i.e., support unrelated to ads) 6 25.0%
Merchandise 3 12.5%
Listener donations (e.g., via Patreon) 11 45.8%
Live shows 2 8.3%
Other 4 16.7%
The podcast(s) generates no revenue 7 29.2%
TotalFootnote 1 24 -

Question 21. Which one of these provides the most revenue for your podcast(s)?

Response Count Percentage
Ads 3 17.6%
Sponsorship from firm/organization (i.e., support unrelated to ads) 4 23.5%
Donations (e.g., via Patreon) 5 29.4%
Live shows 1 5.9%
Other 4 23.5%
Total 17 -

Question 22. Which of the following best describe the total revenue you generated from your podcast(s) in the past year?

Response Count Percentage
Less than $5,000 7 41.2%
$5,000 to less than $10,000 2 11.8%
$10,000 to less than $25,000 2 11.8%
$25,000 to less than $50,000 2 11.8%
$100,000 to less than $250,000 2 11.8%
Prefer not to answer 2 11.8%
Total 17 -

Question 23. To what extent does your total revenue cover the costs of producing your podcast(s)?

Response Count Percentage
Revenue more than covers costs 7 41.2%
The revenue only just meets costs 3 17.6%
The revenue does NOT currently meet costs 7 41.2%
Total 17 -

Question 24. Which of the following financial supports, if any, have you used to help fund your podcast(s). Please select all that apply.

Response Count Percentage
Support from family 4 16.7%
Your personal investments (e.g., RRSPs, TFSAs) 1 4.2%
Outside investor(s) 2 8.3%
Government grants 6 25.0%
Other 10 41.7%
None of these 9 37.5%
TotalFootnote 1 24 -

Question 25. What type of government grant(s) have you received to support your podcast(s)? Please select all that apply.

Response Count
Federal 1
Provincial 4
Municipal 3

Question 26. Based on your experience, what are the biggest obstacles to greater success for your podcast(s)? Please list up to three, in order of importance.

Question 27. In what way, if any, has COVID-19 affected the amount of podcasts and/or episodes you have produced?

Question 28. Please list any other ways that the pandemic had affected your podcast activities.

Question 29. What, if any, new initiatives do you have planned for your podcast(s) over the next year?

Question 30. How many years have you worked in podcasting?

Response Count Percentage
Less than one year 2 8.3%
1 to less than 2 years 2 8.3%
2 to less than 3 years 5 20.8%
3 to less than 5 years 7 29.2%
5 to less than 10 years 5 20.8%
10 years or more 3 12.5%
Total 24 -

Question 31. Would you best describe your work in podcasting as full-time or part-time?

Response Count Percentage
Full time 11 45.8%
Part time 13 54.2%
Total 24 -

Question 32. Is it your goal to make podcasting a full-time occupation?

Response Count Percentage
Yes 4 30.8%
No 9 69.2%
Total 13 -

Question 33. What other industries, if any, do you work in? Please select all that apply.

Response Count Percentage
Other media/cultural industries 14 58.3%
Other industries 7 29.2%
No work outside of podcasting 6 25.0%
TotalFootnote 1 24 -

Question 34. Which of the following best describes your compensation, if any, for the work you do in podcasting?

Response Count Percentage
Net revenue / share of net revenue, after costs 4 16.7%
Salaried 3 12.5%
Contracted on a project basis 9 37.5%
No compensation, for now at least 8 33.3%
Total 24 -

Question 35. Do you consider your engagement in podcasting to be mainly a profession, or mainly to satisfy a personal interest?

Response Count Percentage
I see it mainly as a profession 9 37.5%
I do it mainly to satisfy a personal interest 3 12.5%
Both equally 12 50.0%
Total 24 -

Question 36. Please indicate your age.

Response Count Percentage
Ages <24 0 0.0%
Ages 25-39 13 54.2%
Ages 40-54 7 29.2%
Ages 55-69 4 16.7%
Ages 70+ 0 0.0%
Total 24 -

Question 37. Please indicate your gender.

Response Count Percentage
Male 12 50.0%
Female 10 41.7%
Gender non-binary 1 4.2%
Prefer not to answer 1 4.2%
Total 24 -

Question 38. Do you identify yourself as being LGBTQ2S+?

Response Count Percentage
Yes 3 12.5%
No 20 83.3%
Prefer not to answer 1 4.2%
Total 24 -

Question 39. Canadians come from a wide variety of ethnic and racial origins. Please indicate the ethnic or racial origin that best describes you so we can better understand the cultural diversity of those working in the podcasting industry. Please select all that apply.

Response Count Percentage
White / Caucasian 18 75.0%
South Asian (e.g., East Indian, Pakistani, Sri Lankan, etc.) 1 4.2%
Black / African-Canadian 2 8.3%
Indigenous / First Nations / Metis 6 25.0%
Other 2 8.3%
TotalFootnote 1 24 -

Question 40. Are you currently disabled?

Response Count Percentage
Yes 1 4.2%
No 23 95.8%
Total 24 -

Question 41. Please indicate the city and province or territory where you live.Footnote 2

Response Count Percentage
Québec 12 50.0%
Ontario 8 33.3%
British Columbia 1 4.2%
Manitoba 2 8.3%
Nunavut 1 4.2%
Total 24 -

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