Otonal and The Asahi Shimbun Company Jointly Released "PODCAST REPORT IN JAPAN Survey of Podcast Usage in Japan (2022)".
Domestic Users Estimated To Be Over 16 Million. April 24th 2023

Download page for “PODCAST REPORT IN JAPAN Survey of Podcast Usage in Japan (2022)” is below.
https://otonal.co.jp/en/download-list/podcast-report-in-japan2022.html

Podcasts, one of the Internet radio programs, are one of the world's most popular methods for audio distribution and listening to audio content on the Internet.

The podcast advertising market in the U.S. reached 1.44 billion dollars (approximately 193 billion yen) in 2021, an increase of 72% from the previous year and is expected to reach more than 4.22 billion dollars (approximately 560 billion yen) in 2024*. Its growth is attracting attention as new media.

Otonal Inc. and The Asahi Shimbun Company have been jointly conducting the “PODCAST REPORT IN JAPAN- Survey of Podcast Usage in Japan" since 2020 with the aim of understanding the usage of Podcasts in Japan and deepening their understanding of podcast listeners.

This is the third survey of 10,000 men and women aged 15 to 69 conducted from December 16 to December 17, 2022. The results of the survey will be released as the "PODCAST REPORT IN JAPAN- Survey of Podcast Usage in Japan for 2022," which summarizes the usage rate, usage scene, usage method, and comparison with other media.

Download page for “PODCAST REPORT IN JAPAN Survey of Podcast Usage in Japan (2022)” is below.
https://otonal.co.jp/en/download-list/podcast-report-in-japan2022.html

※Estimated from the population and Internet usage rate of each age group of 15~69 years old.
※Please be sure to specify [Research conducted by Otonal Inc./The Asahi Shimbun Company] when using the survey results and graphs in this release.

▼Details of survey results (excerpt)

The domestic usage rate of the podcast was 15.7%. Among 15-29 year olds, 1 in 4 were Podcast listeners.

15.7% of those surveyed are monthly active listeners of podcasts.
On this basis, the number of podcast listeners was estimated to be 16.8 million*. The number of listeners aged 15-29 also accounts for about 28% of Japan's population.

About 40% of Podcast listeners were in their 20’s or younger. Men outnumbered the majority in terms of gender.

In terms of age group, the majority of podcast users were under 39 years old, and 56.8% were 15~39 years old. In terms of gender, there were more men (57.8%) than women.

14.9% were in administrative positions. Podcast listeners were more business people and students than non-listeners.

Survey of Podcast listeners' occupations showed that they tend to be more business people than non-listeners. In particular, 9.6% in the decision-making layer of companies such as executives and managers were non-listeners, while 14.9% were podcast listeners. The percentage of students was also high, with 3.2% non-listeners and 7.9% of podcast listeners.

Podcast listeners were more information-sensitive than non-listeners.

As in the previous survey, Podcast listeners were more sensitive to information sensitivity than non-listeners. In particular, "I tend to incorporate products and services faster than normal people." and "People often ask me about new trends." were more than twice as high as non-listeners, indicating that podcast listeners have a high antenna for new information.

Spotify topped the list of ways to listen to podcasts with 41.8%. Chronological trends for each service are also clarified.

As for the way to listen to podcasts (the platform you listen to), Spotify had the highest usage rate at 41.8%, following the previous survey (34.9%). This is followed by Apple Podcasts (22.2%), Amazon Music (19.8%), websites (15.4%), and Google Podcasts (9.9%). In terms of age trends by platform, Spotify, Apple Podcasts, and Amazon Music account for more than half of those aged 15 to 39, while the majority of people in their 50s and older use websites.

Survey Overview
Survey Period：2022/12/16 (Friday) - 2022/12/17 (Saturday)
Survey Method：Internet Survey
Survey Country：Japan
Survey Target：Men and Women between the ages of 15-69
Overall survey of 10,000 people, survey of people who listen to podcasts at least once a month 600 people (weightback tabulation based on population composition ratio)

The information posted is part of the report.

In the actual report, other survey results are also described as follows.

The detailed report can be viewed from the following page.
https://otonal.co.jp/en/download-list/podcast-report-in-japan2022.html

About Otonal Inc.

Otonal Inc. is an sound-based ad technology advertising firm that specializes in audio ads. With a mission to create the digital audio ad market in Japan, along with proposing audio ad solutions to advertisers, Otonal also runs a service to media companies to assist with audio distribution and filling audio ad supply.
▶PODCAST RANKING- Podcast ranking site>
▶PODCASTPEDIA- favorite podcast episode sharing site
▶PODCAST AUDIO ADS- audio ads network
▶PODCASTER PROMOTION- audio ads read by Podcasters

About The Asahi Shimbun Company

As the publisher of one of the largest and longest-lasting newspapers in Japan, The Asahi Shimbun Company is evolving into a comprehensive media company with journalism at its core. With their Asahi Shimbun Podcast, they go beyond the conventional boundaries of news in all areas of events, politics, economics, and so on. Nine programs are currently available on Podcast. From the thick interview notes of reporters who travel around the world, we convey the best topics with a sense of enthusiasm and realism that can only be conveyed by audio.