The fifth “Podcast Report in Japan” survey reveals podcast usage reaching 17.2% of internet users in 2024, up from 14.2% in 2020, with strong behavioral impacts on consumer actions and engagement among younger demographics.
The joint study by Otonal Inc. and The Asahi Shimbun Company surveyed 10,000 respondents aged 15-69 across Japan, providing insights into consumption habits, listener demographics, and advertising effectiveness.
Steady Listener Growth and Strong Youth Engagement
The growth is particularly pronounced among younger audiences, with 34.0% of those aged 15-19 and 27.3% of those in their 20s classifying as podcast listeners.
Source: Otonal
Among media platforms, podcasts rank as the 10th most consumed media out of 28 platforms measured across all age groups. For the 15-29 demographic, podcasts climb to 7th place, surpassing traditional media like radio and newspapers, as well as streaming services, including Amazon Prime Video.
The user base skews younger than other media platforms, with 38.2% of podcast listeners falling in the 15-29 age range and 56.1% in the 15-39 bracket. This represents a younger audience compared to Instagram (49.4% in the 15-39 range), television (29.1%), and radio (22.9%).
Males represent the majority of podcast listeners at 58.3% compared to 41.7% female listeners, contrasting with platforms like Instagram (60.7% female) and TikTok (57.5% female).
Listener Demographics and Behaviors
The survey reveals podcast listeners tend to have higher income levels, with 20.4% reporting annual incomes of 7 million yen or more—the highest percentage among all media consumers surveyed. Listeners also report more disposable income than non-listeners.
Geographic distribution shows concentration in metropolitan areas, with Tokyo, Kanagawa, and Osaka showing higher percentages of podcast listeners relative to their overall population percentages.
Occupationally, podcast listeners are 5.6 percentage points more likely than non-listeners to be corporate decision-makers (14.7% vs. 9.1%) and 8.3 percentage points more likely to be students (14.9% vs. 6.6%).
Source: Otonal
Information sensitivity metrics place podcast consumers ahead of other media users across multiple dimensions. Podcast listeners show stronger tendencies toward actively researching interests (77.9%), comparing multiple information sources (72.9%), and distinguishing between facts and opinions (65.0%). They also demonstrate higher rates of early adoption for new products and services (42.2%) and are more frequently consulted about trends (31.8%).
Civic engagement appears stronger among podcast listeners, with 69.9% reporting that they participate in elections, 4.0 percentage points higher than non-listeners.
Consumption Patterns and Platform Preferences
Nearly 40% of listeners engage with podcasts three or more times per week, with those aged 15-19 showing the highest frequency at 44.4%. The survey also notes an increase in listeners who regularly follow five or more programs, up 4.4 percentage points from the previous year.
Approximately half of podcast listeners prefer programs under 30 minutes, with 15-19-year-olds favoring shorter content under 20 minutes, while those 40 and older gravitate toward programs exceeding 40 minutes. Most listeners (58.5%) consume podcasts at normal (1x) speed, though the 20-29 demographic shows a greater likelihood of listening at increased speeds.
YouTube dominates as the preferred listening platform at 39.2%, followed by Spotify (33.0%) and radiko (20.5%), a Japanese radio streaming service that began offering podcasts in 2024.
Source: Otonal
Regarding video podcasts, 30.7% of listeners report having viewed video podcasts, with the highest percentage (44.3%) among those in their 20s.
The survey indicates 85.6% of podcast listeners engage in other activities while listening, with popular scenarios including before sleep (24.2%), during hobbies (23.5%), while doing chores (23.3%), and on public transport (23.3%).
Content Preferences and Discovery Methods
News (39.9%) and comedy (35.8%) remain the most popular content genres, with TV shows/movies showing the strongest year-over-year growth, increasing 3.4 percentage points to 16.8%. Age demographics reveal distinct preferences, with news performing strongly among those 50 and older, while comedy dominates among listeners in their 20s.
Content discovery primarily occurs through blogs, social media, search engines, and podcast apps. Those in their 20s are more likely to find programs through distributor notifications, while listeners in their 40s favor blog/social media recommendations and podcast app suggestions.
Advertising Effectiveness and Consumer Action
The report highlights strong consumer action resulting from podcast content. More than 65% of listeners have searched for products mentioned in podcasts, while 55.3% report purchasing products or visiting places mentioned—an 11.3 percentage point increase from the previous survey.
Regarding podcast advertisements, favorable impressions centered on memorability, search intent, and retention. Listeners reported that ads were memorable (19.9%), prompted research interest (20.6%), and were easy to recall (19.1%). These metrics were particularly strong among listeners in their 20s, who also showed higher intent to purchase advertised products.
Monetization Potential
While most podcasts in Japan remain free, the survey indicates emerging potential for paid models. Approximately 40% of listeners were willing to continue listening if required to pay, either directly (9.4%) or through value-added services such as events, merchandise, or exclusive content (30.5%).
Source: Otonal
Emerging Trends
The report identifies several trends, including the growing presence of podcasters among the audience. 11.6% of podcast listeners report having their own shows. These content creators are heavily male (78.1%) and young, with 60.0% between the ages of 15 and 29.
Video podcast consumption continues to gain traction, with nearly one-third of listeners reporting experience with this format. The highest viewing rates appear among those in their 20s (44.3%), suggesting evolving consumption patterns that blend audio and visual experiences.
The research also notes behavioral impacts beyond content consumption, with 25.3% of listeners using social media to express views about podcasts, 18.3% sending messages to shows, and 17.0% purchasing merchandise from programs they follow.
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The fifth “Podcast Report in Japan” survey reveals podcast usage reaching 17.2% of internet users in 2024, up from 14.2% in 2020, with strong behavioral impacts on consumer actions and engagement among younger demographics.
The joint study by Otonal Inc. and The Asahi Shimbun Company surveyed 10,000 respondents aged 15-69 across Japan, providing insights into consumption habits, listener demographics, and advertising effectiveness.
Steady Listener Growth and Strong Youth Engagement
The growth is particularly pronounced among younger audiences, with 34.0% of those aged 15-19 and 27.3% of those in their 20s classifying as podcast listeners.
Source: Otonal
Among media platforms, podcasts rank as the 10th most consumed media out of 28 platforms measured across all age groups. For the 15-29 demographic, podcasts climb to 7th place, surpassing traditional media like radio and newspapers, as well as streaming services, including Amazon Prime Video.
The user base skews younger than other media platforms, with 38.2% of podcast listeners falling in the 15-29 age range and 56.1% in the 15-39 bracket. This represents a younger audience compared to Instagram (49.4% in the 15-39 range), television (29.1%), and radio (22.9%).
Males represent the majority of podcast listeners at 58.3% compared to 41.7% female listeners, contrasting with platforms like Instagram (60.7% female) and TikTok (57.5% female).
Listener Demographics and Behaviors
The survey reveals podcast listeners tend to have higher income levels, with 20.4% reporting annual incomes of 7 million yen or more—the highest percentage among all media consumers surveyed. Listeners also report more disposable income than non-listeners.
Geographic distribution shows concentration in metropolitan areas, with Tokyo, Kanagawa, and Osaka showing higher percentages of podcast listeners relative to their overall population percentages.
Occupationally, podcast listeners are 5.6 percentage points more likely than non-listeners to be corporate decision-makers (14.7% vs. 9.1%) and 8.3 percentage points more likely to be students (14.9% vs. 6.6%).
Source: Otonal
Information sensitivity metrics place podcast consumers ahead of other media users across multiple dimensions. Podcast listeners show stronger tendencies toward actively researching interests (77.9%), comparing multiple information sources (72.9%), and distinguishing between facts and opinions (65.0%). They also demonstrate higher rates of early adoption for new products and services (42.2%) and are more frequently consulted about trends (31.8%).
Civic engagement appears stronger among podcast listeners, with 69.9% reporting that they participate in elections, 4.0 percentage points higher than non-listeners.
Consumption Patterns and Platform Preferences
Nearly 40% of listeners engage with podcasts three or more times per week, with those aged 15-19 showing the highest frequency at 44.4%. The survey also notes an increase in listeners who regularly follow five or more programs, up 4.4 percentage points from the previous year.
Approximately half of podcast listeners prefer programs under 30 minutes, with 15-19-year-olds favoring shorter content under 20 minutes, while those 40 and older gravitate toward programs exceeding 40 minutes. Most listeners (58.5%) consume podcasts at normal (1x) speed, though the 20-29 demographic shows a greater likelihood of listening at increased speeds.
YouTube dominates as the preferred listening platform at 39.2%, followed by Spotify (33.0%) and radiko (20.5%), a Japanese radio streaming service that began offering podcasts in 2024.
Source: Otonal
Regarding video podcasts, 30.7% of listeners report having viewed video podcasts, with the highest percentage (44.3%) among those in their 20s.
The survey indicates 85.6% of podcast listeners engage in other activities while listening, with popular scenarios including before sleep (24.2%), during hobbies (23.5%), while doing chores (23.3%), and on public transport (23.3%).
Content Preferences and Discovery Methods
News (39.9%) and comedy (35.8%) remain the most popular content genres, with TV shows/movies showing the strongest year-over-year growth, increasing 3.4 percentage points to 16.8%. Age demographics reveal distinct preferences, with news performing strongly among those 50 and older, while comedy dominates among listeners in their 20s.
Content discovery primarily occurs through blogs, social media, search engines, and podcast apps. Those in their 20s are more likely to find programs through distributor notifications, while listeners in their 40s favor blog/social media recommendations and podcast app suggestions.
Advertising Effectiveness and Consumer Action
The report highlights strong consumer action resulting from podcast content. More than 65% of listeners have searched for products mentioned in podcasts, while 55.3% report purchasing products or visiting places mentioned—an 11.3 percentage point increase from the previous survey.
Regarding podcast advertisements, favorable impressions centered on memorability, search intent, and retention. Listeners reported that ads were memorable (19.9%), prompted research interest (20.6%), and were easy to recall (19.1%). These metrics were particularly strong among listeners in their 20s, who also showed higher intent to purchase advertised products.
Monetization Potential
While most podcasts in Japan remain free, the survey indicates emerging potential for paid models. Approximately 40% of listeners were willing to continue listening if required to pay, either directly (9.4%) or through value-added services such as events, merchandise, or exclusive content (30.5%).
Source: Otonal
Emerging Trends
The report identifies several trends, including the growing presence of podcasters among the audience. 11.6% of podcast listeners report having their own shows. These content creators are heavily male (78.1%) and young, with 60.0% between the ages of 15 and 29.
Video podcast consumption continues to gain traction, with nearly one-third of listeners reporting experience with this format. The highest viewing rates appear among those in their 20s (44.3%), suggesting evolving consumption patterns that blend audio and visual experiences.
The research also notes behavioral impacts beyond content consumption, with 25.3% of listeners using social media to express views about podcasts, 18.3% sending messages to shows, and 17.0% purchasing merchandise from programs they follow.
The full report is available here.