Otonal and The Asahi Shimbun Company release the results of "Survey of Podcast Usage in Japan".
All-ages usage rate exceeds that of Netflix, Facebook, and magazines. March 26th 2025

Download page for “PODCAST REPORT IN JAPAN Survey of Podcast Usage in Japan #5” is below.
https://otonal.co.jp/en/download-list/podcast-report-in-japan05.html

Podcasts are a globally popular internet radio medium and one of the most popular audio distribution methods. It is used around the world as a way for anyone to distribute audio and easily listen to audio content from smartphones and PCs.

The advertising market for podcasts in the U.S. is expected to grow 5% year-on-year to $1.925 billion in 2023 and reach approximately $2.562 billion in 2026*, and podcasts are attracting attention as a new medium in digital marketing. Podcasts are attracting attention as a new medium for digital marketing.

The PODCAST REPORT IN JAPAN is an annual survey conducted jointly by Otonal and Asahi Shimbun to deepen understanding of podcast usage and users in Japan. This is the fifth time the survey has been conducted since the first survey in 2020.

This year's survey was conducted from December 6 to December 7, 2024, targeting 10,000 men and women aged 15 to 69. This report summarizes podcast usage rates, usage scenarios, usage methods, and comparisons with other media.

*From IAB “U.S. Podcast Advertising Revenue Study" (May 2024).

Download page for “PODCAST REPORT IN JAPAN Survey of Podcast Usage in Japan #5” is below.
https://otonal.co.jp/en/download-list/podcast-report-in-japan05.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.

▼Survey Results (Excerpt)

■Podcasts have high usage among young people. About 1 in 3 among 15-19-year-olds and 1 in 4 among those in their 20s

A survey of 10,000 people, including general users, found that 17.2% of those who use podcasts at least once a month fall into the category of monthly active users.
In particular, the percentage of those aged 15-19 using podcasts was 34.0% (up 1.2% from the previous year), while the percentage of those in their 20s was 27.3% (up 2.3% from the previous year), a larger percentage than in the previous year.

■Japan podcast usage is on an upward trend starting in 2020

In 2020, when the survey began, the Japan podcast usage rate (users who listen to podcasts at least once a month) was 14.2%. The usage rate has been expanding, reaching 17.2% in 2024 when this survey was conducted.

■Podcast usage is second only to TikTok and higher than Netflix and Facebook for all ages

A multi-media comparison of usage rates showed podcasts to have the second-highest usage rates after TikTok. In terms of usage among all age groups, podcasts surpassed Netflix, Facebook, and magazines.
When restricted to 15-29-year-olds, podcast usage was 29.3% (ranked 7th among all media), ahead of Amazon Prime Video and Netflix.

■Podcast users are more likely to participate in elections than non-users

Podcast users were more likely than non-users to participate in elections. 69.9% of podcast users say they go to elections or often go to elections, 4.0 points more than non-users.

■About 50% of all users frequently listen to programs of less than 30 minutes. About 40% of teens frequently listen to programs of less than 20 minutes

As for the length of programs they listen to most frequently, about 50% of podcast users indicated that they listen to programs that last less than 30 minutes, with those aged 15-19 more likely to listen to programs that last less than 20 minutes, while those in their 40s and older are more likely to listen to programs that last 40 minutes or longer.

■YouTube is #1 in listening platform usage. Spotify is #2

YouTube was the most popular way to listen to podcasts (39.2%), followed by Spotify (33.0%), radiko (20.5%), websites (15.8%), Amazon Music (14.4%), and Apple Podcast (12.0%). The most popular music services were Spotify (33.0%), radiko (20.5%), websites (15.8%), Amazon Music (14.4%), followed by Apple Podcast (12.0%).

■30.7% of users have watched video podcasts

Regarding video podcasts, which add video footage of recordings and other content to traditional audio content, 30.7% of all users indicated that they have viewed such content.
Meanwhile, 44.3% of respondents in their 20s have viewed video podcasts.

■More than 50% of users have searched/purchased/visited based on information heard on podcasts

In terms of actions taken in response to information heard on podcasts, 65.1% of podcast users indicated that they have searched for information regularly. Also, 55.3% of podcast users have purchased a product or visited a place they heard about in a podcast.

■Compared across 7 media including YouTube and TV, podcast users have the highest percentage of Gen Z (15-29), especially in their 20s, surpassing TikTok by the highest percentage

In comparison to other media users, podcasts resulted in a higher percentage of 15-19-year-olds and those in their 20s than other media.

Survey Summary
Survey Dates: Friday, December 6, 2024 - Saturday, December 7, 2024
Survey method: Internet survey
Survey area: Japan
Target: 10,000 men and women aged 15-69 surveyed overall, 800 surveyed who listen to podcasts at least once a month (weighted-back tabulations were conducted according to population composition).

Please note that the information provided in this press release is only a portion of the report.

In the actual report, the following survey results are also included.

The detailed report can be viewed on the following page.
https://otonal.co.jp/en/download-list/podcast-report-in-japan05.html

About Otonal Inc.

Otonal Inc. is a digital voice advertising company that develops digital audio advertising business. With a mission to create a digital audio advertising market in Japan through the development and provision of audio solutions, Otonal have planned more than 2,000 audio advertisements and helped more than 700 clients improve their ad placements and operations.
Otonal can provide total support for audio-driven marketing initiatives, from audio ad planning using data, creative production by narrators and voice actors, ad delivery, reporting, and voice content production.
Otonal also operates services to create new encounters between podcast programs and listeners, along with providing a podcast advertising menu.
▶Podcast Ranking - podcast ranking portal site
▶Podcastpedia - a site for sharing the best podcast episodes
▶AUDIO MARKETING INSIGHTS, a web magazine that explores the current state of audio and marketing.
▶Otonal Podcast Ad Network - Podcast advertising
▶Podcaster Promotion - an audio advertisement read by podcasters

【Otonal Inc.】
Representative Director: Taisuke Yagi
Location: Wind Irifune Building 5F, 3-7-7 Irifune, Chuo-ku, Tokyo
Business Description: Ad sales of digital voice advertising, ad technology implementation for voice publishers, data development support, voice creative production
URL: ▶https://otonal.co.jp/

About Asahi Shimbun Podcasts

Podcasts produced by The Asahi Shimbun Company go beyond traditional news coverage in areas such as current events, politics, and the economy, bringing listeners closer to the facts. We do not oversimplify complex issues but instead allow our journalists to fully articulate their insights. Enjoy unexpected encounters with a diverse range of topics.
▶The Asahi Shimbun Podcast Media Guide Download Page
▶Asahi Shimbun Digital Podcast Feature
▶Official X
▶Contact : podcast@asahi.com

【The Asahi Shimbun Company】
President and CEO: Katsu Tsunoda
Location of Tokyo Head Office: 5-3-2 Tsukiji, Chuo-ku, Tokyo
Business Description: Content business through newspaper and digital media, event business such as exhibitions, real estate business
URL: ▶https://www.asahi.com/corporate/

For a detailed report of this survey, please click here.
https://otonal.co.jp/en/download-list/podcast-report-in-japan05.html