Otonal Inc. (Head Office: Chuo-ku, Tokyo; Taisuke Yagi, Representative Director; hereinafter “Otonal”) and The Asahi Shimbun Company (hereinafter “The Asahi Shimbun Company”) announced on March 27, 2026, that they have released an overview of the podcast usage survey they jointly conducted last December under the title “PODCAST REPORT IN JAPAN: Survey on Podcast Usage in Japan #6.”
About the Survey on Podcast Usage in Japan
Podcasts are a globally widespread internet radio medium and one of the representative methods of audio distribution. Because users can gather information and enjoy entertainment through “listening while doing something else” even in situations where they cannot engage with visual information, such as while doing housework, commuting, or exercising, the number of users is increasing worldwide.
In the United States, the podcast advertising market reached USD 1.925 billion in 2023, up 5% year on year, and is projected to reach approximately USD 2.562 billion by 2026*, drawing attention to podcasts as a new media channel in digital marketing.
“PODCAST REPORT IN JAPAN: Survey on Podcast Usage in Japan” is an annual survey jointly conducted by Otonal and The Asahi Shimbun Company to deepen understanding of podcast usage in Japan and of podcast users. This is the sixth edition of the survey since the first edition in 2020.
For this edition, the survey was conducted on December 5-6, 2025, targeting 10,000 men and women aged 15 to 69. This report compiles findings including podcast usage rates, usage situations, usage methods, and comparisons with other media.
* Source: IAB, “U.S. Podcast Advertising Revenue Study (May 2024)”
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▼ “PODCAST REPORT IN JAPAN: Survey on Podcast Usage in Japan #6”
https://otonal.co.jp/en/report/podcast-report-in-japan-06
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When using the survey results or graphs in this release, please be sure to clearly credit them as [Survey by Otonal and The Asahi Shimbun Company].
Summary of Survey Results
- The podcast usage rate was 18.2%, up 1 percentage point from the previous year. The rate was particularly high among younger users, at 40.5% for ages 15-19 and 28.8% for those in their 20s.
- Among people aged 15-29, podcast usage exceeds that of TVer and TikTok.
- Compared with non-users, podcast users have a higher ratio of corporate decision-makers, and in a comparison across seven major media, this ratio is second only to newspapers.
- Nearly 40% of podcast users listen “three or more times per week,” indicating a large share of heavy users for whom podcast listening has become part of daily life.
- The No. 1 platform for listening to podcasts is YouTube, followed by Spotify in second place.
- In terms of listening style, 80% listen while doing something else. Podcasts are also listened to during everyday relaxation time, such as before bed and during breaks.
- 76.2% of podcast users watch video podcasts at least once per month. The ability to watch them on platforms they use routinely, such as YouTube, is also seen as an advantage.
- Regarding content heard within programs (products, places, services, etc.), more than 60% of users have searched for it, and more than 50% have purchased or visited.
Detailed Survey Results (Excerpts)
■ Podcasts have a high usage rate among younger age groups; usage among 15- to 19-year-olds exceeds 40%
In a survey of 10,000 respondents including general users, the proportion of people who use podcasts at least once a month, equivalent to monthly active users, was 18.2%.
In particular, the usage rate among 15- to 19-year-olds was 40.5% (up 6.5 percentage points year on year), and the usage rate among people in their 20s was 28.8% (up 1.5 percentage points year on year), both higher than the previous year.
■ Podcast usage in Japan has shown an expansion trend since 2020
In 2020, when the survey began, the podcast usage rate in Japan (users who listen to podcasts at least once a month) was 14.2%. The usage rate has been trending upward, reaching 18.2% in the 2025 survey.
■ Among people aged 15-29, podcast usage exceeds TVer, TikTok, and Amazon Prime Video
In a comparison of multiple media by usage rate, podcasts ranked 10th out of 31 media, indicating a high usage rate. Across all age groups, podcasts exceeded Netflix, Facebook, magazines, and ABEMA.
When narrowed to people aged 15-29, the podcast usage rate was 32.3% (up 3.0 percentage points year on year; 6th out of 31 media), exceeding TVer, TikTok, Amazon Prime Video, and Netflix.
■ Compared with non-users, podcast users include more corporate decision-makers and students
The survey showed that, compared with non-users, podcast users include 5.2 percentage points more corporate decision-makers, such as executives/directors and company employees in managerial positions, and 11.3 percentage points more students.
■ About one in two people aged 15-19 listens to podcasts three or more times per week
Users who listen to podcasts three or more times per week accounted for nearly 40% of all podcast users. Among 15- to 19-year-olds, this figure was 52.3%. In addition, the number of users who regularly listen to 2-5 programs increased by 5.6 percentage points from last year.
■ The primary platform for listening to podcasts is YouTube, followed by Spotify and radiko
Among usage platforms, YouTube was the most used at 37.3%, followed by Spotify and radiko. Looking at platform user profiles, YouTube has many users in their 20s and 30s, while Spotify has a high usage ratio among 15- to 19-year-olds.
■ 80% of podcast users listen while doing something else
The survey showed that 80.8% of podcast users listen to podcasts while doing something else. Meanwhile, the proportion listening during relaxation time, such as before bed or during breaks, increased compared with the previous year.
■ Among podcast users, 76.2% watch video podcasts at least once per month
With respect to “video podcasts,” which add video such as studio recording scenes to conventional audio content, 76.2% of all users watch them at least once per month.
■ More than half of users have searched for / purchased or visited something based on information heard on podcasts
Regarding actions taken in response to information heard on podcasts, 66.4% of podcast users said they have searched for such information with some frequency. In addition, 54.8% of users said they have purchased a product they heard about on a podcast or visited a place mentioned on a podcast.
<Survey Overview>
Survey period: Friday, December 5, 2025-Saturday, December 6, 2025
Survey method: Internet survey
Survey area: Nationwide (Japan)
Survey targets: Men and women aged 15-69; total survey sample of 10,000; survey of 800 people who “usually listen to podcasts at least once per month,” with weighting applied to match population composition ratios
Please note that the information presented here is only part of the report.
The full report also includes other findings, such as:
- Podcast users’ places of residence
- Podcast users’ occupations
- Experience distributing podcast programs
- Comparison of annual income with users of other media
The detailed report can be viewed on the page below.
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PODCAST REPORT IN JAPAN: Survey on Podcast Usage in Japan #6
https://otonal.co.jp/en/report/podcast-report-in-japan-6
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About Otonal Inc.
Otonal Inc. is a “digital audio advertising company” engaged in the digital audio advertising (audio advertising) business. With a mission to create the audio advertising market in Japan through the development and provision of audio solutions, the company has provided support for more than 3,500 audio advertising planning projects and more than 1,000 client placements and operational improvements to date.
From audio advertising planning using data, to creative production by narrators and voice actors, ad delivery, reporting, and audio content production, Otonal provides total support for audio × marketing initiatives.
The company also operates services that create new encounters between podcast programs and listeners, and provides podcast advertising menu offerings.
▶ Podcast ranking portal site: “Podcast Ranking”
( https://podcastranking.jp/)
▶ Web magazine exploring the “now” of audio and marketing: “AUDIO MARKETING INSIGHTS”
( https://audio-marketing.jp/ )
▶ Podcast advertising: “Otonal Podcast Ad Network”
( https://otonal.co.jp/podcast-audio-ad/)
▶ Audio ads read aloud by podcast hosts: “Podcaster Promotion”
( https://otonal.co.jp/audioad/podcasterpromotion/)
About Asahi Shimbun Podcast
Asahi Shimbun Podcast goes beyond the conventional boundaries of news across all fields, including current affairs, politics, and the economy, to get to the facts, delivering the energy and immediacy that can only be conveyed through audio. It also does not oversimplify complex issues, with reporters using every word available to explain them. Please enjoy unexpected encounters with a wide range of topics.
▶ Download the Asahi Shimbun Podcast Media Guide ( https://mb-lp.asahi.com/form/podcast)
▶ Asahi Shimbun Digital Podcast Feature ( http://www.asahi.com/special/podcasts)
▶ Official X account ( https://x.com/AsahiPodcast)
▶ Contact: podcast@asahi.com
<Company Overview>
[Otonal Inc]
Representative Director: Taisuke Yagi
Location: Wind Irifune Building 5F, 3-7-7 Irifune, Chuo-ku, Tokyo
Business activities: Sales of digital audio advertising (audio advertising), ad technology implementation for audio publishers, data development support, advertising production for audio content, and audio content distribution support business
[The Asahi Shimbun Company]
President, Representative Director and CEO: Katsu Tsunoda
Tokyo Head Office: 5-3-2 Tsukiji, Chuo-ku, Tokyo
Business activities: Content business through newspapers and digital media, event business including exhibitions, and real estate business
https://www.asahi.com/corporate
For the detailed report on this survey, please visit:
https://otonal.co.jp/en/report/podcast-report-in-japan-06
For inquiries regarding this survey, please contact info@otonal.co.jp
