Otonal Inc. and The Asahi Shimbun Company announced on March 7, 2024, the results of the "PODCAST REPORT IN JAPAN Survey of Podcast Usage in Japan #4" was released on March 7, 2024. This English version was released in April 2024.
This year's survey, the fourth in the series, was conducted from December 8 to December 9, 2023, targeting 10,000 men and women aged 15 to 69. The report, "PODCAST REPORT IN JAPAN Survey of Podcast Usage in Japan #4" summarizing usage rates, usage scenarios, usage methods, and comparisons with other media, has now been released in English.
Summary of Survey Results
- Podcast usage across all populations was 15.7%. It’s popular among younger people, with 32.8% of those in their 10s and 25% in their 20s listening.
- Podcast listening is as popular as TikTok consumption across all age groups.
- Approx. 50% of listeners listen to more than three shows regularly.
- Spotify was the most listened-to platform. Amazon Music was second.
- 87.1％ of listeners consumed while doing something else, such as driving or chores.
- Podcast-heavy listeners (those who listen to five or more shows) are more receptive to audio advertising than non-listeners.
- In comparison to YouTube, TikTok, and Instagram, podcast listeners had a higher level of information sensitivity and had more consumption with older age ranges.
