In Canada, Video Did NOT Kill the Radio Star

In Canada, Video Did NOT Kill the Radio Star

With the myriad ways for consumers to discover music—from hearing an infectious tune in a car ad to reading about a new band on a buddy’s blog—Nielsen found that consumers in Canada still rely on an old standby.

According to the Nielsen Music 360 Canada report, terrestrial radio, once expected to be muted by technological advances that move entertainment consumption forward, is still heavily relied on by Canadian consumers as a way to discover new music. In fact, 61 percent of consumers in Canada tune in to traditional radio to discover new music, while only 9 percent of consumers do so with satellite radio.

What’s more, traditional radio—a stalwart in scope and reach—is where 42 percent of consumers’ new music is discovered, which is the highest share among all sources. Newer channels, such as popular music video destinations YouTube and VEVO, are also making a solid impression, accounting for 27 percent of new music discovered.

But while consumers are less likely to use satellite radio and the digital music service Rdio to discover music (9% and 8% of Canadian consumers, respectively), those who do use these services actually discover a larger share of music there than via more traditional ways, such as movie soundtracks, friends and television. Case in point: Consumers discover one-fourth and 21 percent of new music on satellite radio and Rdio, respectively, a larger amount of new music than they discover through magazines (9%) and in stores (14%).