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Podcast Advertising - Japan

Japan
  • The Podcast Advertising market in Japan is projected to reach a revenue of ¥US$68.72m by 2024.
  • The market is expected to demonstrate an annual growth rate (CAGR 2024-2027) of 5.62%, resulting in a projected market volume of ¥US$80.96m by 2027.
  • By 2027, the number of users in the Podcast Advertising market is expected to amount to 13.4m users.
  • The user penetration rate is predicted to be 8.5% in 2024 and is expected to increase to 10.9% by 2027.
  • In comparison to other countries around Worldwide, United States is projected to generate the highest revenue in the Podcast Advertising market, with an estimated amount of US$2.57bn in 2024.
  • The average revenue per user (ARPU) in the Podcast Advertising market is projected to amount to ¥US$6.46 in 2024.
  • Japan's podcast advertising market is rapidly growing, driven by the country's tech-savvy population and increasing demand for unique and niche content.

Definition

Podcast advertising refers to the practice of promoting products, services, or brands through ads inserted into podcasts, which are audio recordings that can be downloaded or streamed online. Podcasts can cover a wide range of topics, including news, entertainment, education, and business. Podcast advertising can take different forms, including pre-roll ads that play at the beginning of a podcast, mid-roll ads that play in the middle of a podcast, and post-roll ads that play at the end of a podcast. Advertisers can target their ads to specific demographics, interests, or behaviors, and measure their effectiveness through metrics such as listener engagement, downloads, or conversions.

Additional information:

Podcast advertising comprises advertising spending, users, average revenue per user and penetration. The market only displays B2B spending. Figures are based on podcast advertising spending and exclude agency commissions, rebates, production costs, and taxes.

In-Scope

  • Host-read ads, such as those featured on The Joe Rogan Experience, Serial, and Stuff You Should Know
  • Programmatic ads, such as location or listener demographics or those featured on NPR podcasts
  • Branded content, such as those featured on Radiolab, TED Radio Hour, and This American Life.

Out-Of-Scope

  • Non-audio podcast-related advertising, such as sponsorships of a podcast's website or merchandise
  • Video advertising, such as pre-roll or mid-roll ads on video podcasts or on platforms such as YouTube
  • Audio advertising in other forms of media, such as radio or music streaming services.
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Digital Music: market data & analysis

Study Details

    Revenue

    Notes: Data was converted from local currencies using average exchange rates of the respective year.

    Most recent update: Mar 2024

    Source: Statista Market Insights

    Notes: The chart “Comparable Estimates” shows the forecasted development of the selected market from different sources. Please see the additional information for methodology and publication date.

    Most recent update: Mar 2024

    Most recent update: Mar 2024

    Source: Statista Market Insights

    Analyst Opinion

    Podcast advertising has been growing rapidly in recent years, and several trends are emerging that are shaping the industry. One of the most notable trends is the increasing use of host-read ads, which are ads that are read by the podcast host themselves. These ads tend to be more effective and engaging than traditional pre-recorded ads, as they feel more natural and authentic. Another trend is the rise of programmatic advertising, which uses algorithms to automate the buying and placement of podcast ads.

    Podcast advertising has seen strong growth in recent years, driven by several factors. One key factor is the increasing popularity of podcasts as a medium for consuming audio content. With more people tuning in to podcasts on a regular basis, there is a growing audience for advertisers to reach. Additionally, podcast advertising offers several advantages over traditional forms of advertising, such as radio and TV. Podcast ads are often more engaging and targeted, as they can be tailored to specific audiences based on their interests and listening habits. Another growth factor is the increasing sophistication of podcast technology, which has made it easier and more cost-effective for producers to create high-quality content and for advertisers to reach their target audience. Finally, the COVID-19 pandemic has accelerated the shift towards digital media, including podcasts, as more people spend time at home and seek out new forms of entertainment.

    Users

    Most recent update: Mar 2024

    Source: Statista Market Insights

    Global Comparison

    Most recent update: Mar 2024

    Source: Statista Market Insights

    Methodology

    Data coverage:

    Data encompasses enterprises (B2B). Figures are based on podcast advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers podcast streaming ads.

    Modeling approach:

    market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Statista Global Consumer Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, consumer spending, and digital consumer spending.

    Forecasts:

    We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

    Additional notes:

    Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

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    Key Market Indicators

    Notes: Based on data from IMF, World Bank, UN and Eurostat

    Most recent update: Sep 2024

    Source: Statista Market Insights

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