A data profile of the people who buy, follow and care about Popular music in Canada — modelled from more than twelve digital signal sources. Popular music has an estimated audience of 7,949,455 people in Canada.
The average Popular music fan in Canada is 36.8 years old, balanced, and lives primarily in Ontario.
The audience is concentrated in Ontario, Quebec, British Columbia.
Top brand affinities include Bad Bunny, YouTube Music, Real property, with strongest over-indexing on Bad Bunny (2.83× the country average).
Demographically, the Popular music audience skews balanced with an average age of 36.8, and over-indexes on personality traits such as Early Adopter Mentality, Extroversion.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Popular music fan in Canada is balanced, around 36.8 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Bad Bunny.
The key figures that characterise the Popular music profile in Canada.
49.2% are female, 50.8% are male, average age 36.8.
| Metric | Value |
|---|---|
| Female | 49.2% |
| Male | 50.8% |
| Average age | 36.8 |
| Estimated audience size | 7,949,455 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 28% | |
| 20-29 | 20% | |
| 30-39 | 17% | |
| 40-49 | 17% | |
| 50+ | 18% |
of the worldwide Popular music audience comes from Canada.
| Country | Share |
|---|---|
| United States | 20.9% |
| Japan | 6.5% |
| China | 6.1% |
Where the Popular music audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Ontario | ~6M | 2.01× | |
| 02 | British Columbia | ~1.5M | 1.14× | |
| 03 | Manitoba | ~300K | 1.07× | |
| 04 | New Brunswick | ~200K | 1.03× | |
| 05 | Alberta | ~900K | 0.96× | |
| 06 | Saskatchewan | ~200K | 0.95× | |
| 07 | Prince Edward Island | ~40K | 0.94× | |
| 08 | Newfoundland and Labrador | ~100K | 0.89× | |
| 09 | Nova Scotia | ~200K | 0.88× | |
| 10 | Quebec | ~1.5M | 0.86× |
The strongest cross-interests of the Popular music audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bad Bunny | Music & Radio | 2.83× | ||
| 02 | Cardi B | Music & Radio | 2.45× | ||
| 03 | Artificial nails | Beauty & Wellness | 2.36× | ||
| 04 | YouTube Music | Internet & Social Media | 2.34× | ||
| 05 | GameStop | Games | 2.30× | ||
| 06 | JD Sports | Shopping | 2.17× | ||
| 07 | Balenciaga | Fashion & Accessoires | 2.13× | ||
| 08 | Burberry | Fashion & Accessoires | 2.07× | ||
| 09 | Makeup Tutorials | Beauty & Wellness | 1.90× | ||
| 10 | Streetwear | Fashion & Accessoires | 1.77× | ||
| 11 | Millie Bobby Brown | Movies & TV | 1.75× | ||
| 12 | Tabloid (newspaper format) | Literature | 1.70× | ||
| 13 | Golf Channel | Sports | 1.69× | ||
| 14 | Real property | Home & Garden | 1.57× | ||
| 15 | Sabrina Carpenter | Music & Radio | 1.55× | ||
| 16 | Reggae | Music & Radio | 1.54× | ||
| 17 | Online food ordering | Food & Beverages | 1.54× | ||
| 18 | Katy Perry | Music & Radio | 1.53× | ||
| 19 | New York Yankees | Sports | 1.53× | ||
| 20 | Taylor Swift | Music & Radio | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.32× | |
| Extroversion | THRILL | 1.14× | |
| Risk Appetite | THRILL | 1.13× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.88× | |
| Luxury Orientation | PREMIUM | 0.88× | |
| DIY Mentality | THRILL | 0.91× |
Popular music has an estimated audience of 7,949,455 people in Canada, concentrated in Ontario and Quebec.
49.2% of Popular music fans are female, 50.8% are male, with an average age of 36.8 years.
Popular music fans show strongest brand affinity for Bad Bunny (2.83×), YouTube Music (2.34×), and Real property (1.57×) over the country average.
Popular music fans in Canada are most concentrated in Ontario (reach ~6M), Quebec (reach ~1.5M), and British Columbia (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Popular music itself, the audience over-indexes on YouTube Music (2.34×), Real property (1.57×), Taylor Swift (1.51×), and Streetwear (1.77×) compared to the Canada average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Canada who actively search for Popular music. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Canada. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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