Leading Brands in the Music & Podcasts Category in Canada: Q2 2024 Insights

Introduction

In the dynamic world of music and podcasts, leading brands like Spotify, YouTube Music, and SoundCloud continue to captivate audiences across Canada. This article explores the performance trends of these brands from Q1 to Q2 2024, focusing on their websites and apps. Thanks to Sensor Tower's comprehensive data, we provide a detailed analysis of monthly user engagement and advertising strategies across platforms.

Spotify

Spotify's digital presence is robust, featuring its website, spotify.com, and the Spotify: Music and Podcasts app.

• Audience Trends: The monthly deduplicated audience remained stable above 10M throughout Q2. A slight decline in web-only visitors was observed, while app-only visitors showed consistent engagement.

• App Engagement: Monthly active users hovered around 9.8M by June, reflecting a steady user base.

• Ad Spend & Channels: Total monthly ad spend saw a notable increase, peaking in June with over $0.4M. Instagram was a dominant channel, delivering significant impressions.

YouTube Music

YouTube Music's presence is anchored by its website, music.youtube.com, and the YouTube Music app.

• Audience Trends: The monthly deduplicated audience grew steadily, reaching nearly 5M by June. Web-only visitors remained stable, while app-only visitors showed slight growth.

• App Engagement: Monthly active users on the app increased to over 4.1M by the end of Q2, highlighting a growing preference for mobile access.

• Ad Spend & Channels: Minimal monthly ad spend was recorded, with activities primarily on Instagram in early 2024.

SoundCloud Limited

SoundCloud's digital ecosystem includes soundcloud.com and the SoundCloud: Discover New Songs app.

• Audience Trends: The monthly deduplicated audience witnessed fluctuations, stabilizing around 2.1M by June. A balanced mix of web and app users was observed.

• App Engagement: The app maintained over 7.1M monthly active users, indicating strong mobile engagement.

• Ad Spend & Channels: Monthly ad spend decreased in Q2, with YouTube and Instagram as primary channels. The focus on video content delivered substantial impressions.

Conclusion

The music and podcast landscape in Canada remains vibrant, with each brand leveraging unique strategies to engage audiences. Sensor Tower's unparalleled data offerings provide critical insights into cross-platform user behavior, helping brands navigate the competitive digital environment. As the industry evolves, these insights will be invaluable for understanding trends and shaping future strategies.

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