Otonal Inc. (Headquarters: Chuo-ku, Tokyo; CEO: Taisuke Yagi; hereinafter "Otonal") announced that the "Otonal Podcast Ads Network," managed and operated by the company, has surpassed 200 million available audio ad impressions per month.
As podcast usage continues to grow in Japan, Otonal provides the "Otonal Podcast Ads Network," which enables audio ads to be delivered across multiple podcast apps. Through a diverse range of programs distributed by radio stations, TV stations, newspapers, podcasters, and other publishers, advertisers can reach podcast listeners who are highly attuned to new information, particularly younger audiences.
*As of September 2026, according to Otonal's research into the number of programs and volume of ad inventory available through podcast advertising networks.
Podcast Usage in Japan and Key Listener Characteristics
With wireless earphones becoming widespread and audio content increasingly part of everyday life, podcast usage continues to grow in Japan. The latest "Podcast Usage Survey in Japan (March 2026)," conducted jointly by Otonal and The Asahi Shimbun, found that podcast usage in Japan has reached 18.2%. Usage is particularly high among younger audiences, at 40.5% among those aged 15–19 (roughly 2 in 5) and 28.8% among those in their 20s (nearly 3 in 10).
Podcast listeners also tend to be more receptive to new information than the general population, with the share of early adopters about three times that of the general population. They also show a tendency to take action after encountering information through podcasts: 66.4% have searched for information they learned about through a podcast, and 54.8% have purchased a product or service after learning about it through a podcast.
In addition, 80.8% of listeners listen to podcasts while doing other activities, such as housework or commuting. One characteristic of podcasts is their ability to reach listeners during moments in daily life when it is difficult to engage with visual media such as television or video services.
Creating New Touchpoints with Listeners Through 200 Million Monthly Audio Ad Impressions
Since the early days of Japan's digital audio advertising market, Otonal has worked to develop and expand audio advertising inventory. Through agency services that support media companies and the use of ad technology, Otonal has been developing audio ad networks and implementing and optimizing programmatic ad inventory.
Now that monthly available audio ad impressions on the "Otonal Podcast Ads Network" have surpassed 200 million, advertisers can deliver audio ads across programs and apps to a larger and more diverse audience of podcast listeners.
Otonal will continue to combine technology with the power of audio and work to further develop Japan's audio advertising market by delivering value to both media companies and advertisers.
Examples of Major Publishers Available Through the Network
Through the "Otonal Podcast Ads Network," one of Japan's largest* podcast advertising networks, advertisers can place ads in podcast programs distributed by a wide range of publishers, including radio stations, TV stations, newspapers, publishing companies, and independent podcasters.
▼ Radio Stations & Related Networks
RKB MAINICHI BROADCASTING CORP. / ABC Radio / Hokkaido Broadcasting Co., Ltd. / FM Ehime / FM Kagawa / FM802 / FM YOKOHAMA / SBS Radio / MBS Radio / CBC Radio / J-WAVE / JAPAN FM NETWORK CO., LTD. / TBS Radio / TOKYO FM / Nagasaki Broadcasting Company / Nippon Broadcasting System, Inc. / Nippon Cultural Broadcasting Inc. / NIPPON CULTURAL BROADCASTING EXTEND INC. / BAYFM78 / Minaminihon Broadcasting Co., Ltd. / Radio Kansai / Radio NIKKEI
▼ TV Stations & Related Companies
TV Asahi / TV TOKYO Communications Corporation / Nippon Television Network Corporation / Fukushima Central Television Co., Ltd. / Hiroshima Television Corporation / MBS, INC.
▼ Newspapers & News Agencies
The Asahi Shimbun / The Kitanippon Shimbun / Kyodo News / The Sankei Shimbun / The Mainichi Shimbun / The Yomiuri Shimbun
▼ Publishing & Content Providers
Shueisha Inc. (LEE, shueisha vox) / Bungeishunju Ltd. (Shukan Bunshun, Number, THE BUNGEISHUNJU) / PRESIDENT Inc. (PRESIDENT) / FAN Communications, Inc. (GERA) / newn / WATANABE ENTERTAINMENT Co., Ltd. / Independent Podcasters, etc.
Otonal will continue to bring new publishers into the network and gradually expand partnerships with a broad range of publishers, from media companies to independent podcasters.
◯ For more information about the Otonal Podcast Ads Network, please visit:
https://otonal.co.jp/podcast-audio-ad/
Related Links
- Inquiries & Assessments: https://otonal.co.jp/en/contact
