A landmark study for understanding the Quebec market
The report published on October 2, 2025, by Podpass, titled “Podcasts in Quebec: A Vehicle for Culture and a Powerful Marketing Tool,” offers a unique overview of the Quebec podcast market.
It is a strategic tool designed for brands, creators, agencies, and advertisers who want to better understand the dynamics of a rapidly maturing ecosystem.
The first part of the document is a synthesis of more than twenty studies, articles, or reports that have addressed—from perspectives that are sometimes different and often disparate—the topic of podcasts in Quebec and Canada.
By compiling data, figures, and statistics from all the cross-referenced documents and analyzing the role of podcasts in Quebec from both a media and an advertising perspective, this report provides members of the audio industry with a comprehensive overview of the medium.
This first section provides information on the role of podcasts as a source of cultural, informational, and educational content; their value in promoting the French-speaking world; as well as audience demographics and listening habits, platforms, and existing advertising solutions…
These observations and analysis allow us to draw the following conclusion: Podcasts are no longer a niche medium, but a pillar of the Quebec and Canadian audiovisual landscape.
Case Study: Evidence of Advertising Performance
In addition to the summary, the report includes a test campaign conducted by Podpass for a sports equipment retailer.
This first case study published in Quebec on a 100% podcast-based advertising campaign demonstrates that podcasts are not only a channel for brand awareness but also a powerful tool for customer acquisition.
A strategy focused on affinity and host-read
The strategy implemented—which included the use of integrated advertising messages read by hosts (host-read) and the use of promo codes—helped create a strong connection with the audience and achieve excellent sales results.
Two figures, among the study’s many KPIs, are enough to confirm this assertion:
An exceptional ROAS: an advertising return on investment of more than ×4, with a relatively low average order value.
Remarkable efficiency: on average, it takes 240 listens to generate a sale.
Why Podcasts Are Emerging as a Premium Medium
This study shows that podcasts combine trust, attention, and performance.
Unlike intrusive display ads or massive social media campaigns, podcasts rely on an intimate relationship between the creator and the listener.
In terms of marketing:
- He is building a lasting reputation.
- He converts effectively through focused attention.
- It maximizes advertising profitability with an ROAS well above industry standards.
Conclusion: A unique combination of leverage and brand awareness for brands
Podcasts are now positioned as a premium advertising channel, capable of competing with traditional and digital media.
The study led by Podpass shows that every dollar invested can generate measurable sales while boosting trust and brand awareness.
With this clear understanding of the Quebec market and quantifiable proof of performance, the podcast has established itself as an essential tool for advertisers seeking to combine culture, authenticity, and effectiveness.
You can download our full 42-page report by clicking here, and if you’d like to learn more about podcast advertising, we’d be happy to discuss it with you during a quick virtual meeting.
The Podpass Team
