“Disposable listening time” is on the rise! Audio media is thriving thanks to digital services

The “Information Media White Paper 2024” (edited by Dentsu Media Innovation Lab and DENTSU SOKEN INC., published by Diamond Inc.) was released on March 1. This year marks the 31st consecutive year of publication for this data book, which provides a comprehensive overview of the information media industry.

The opening feature, “The Rapidly Changing Media Environment and Consumers,” explains trends in the information media market and consumer behavior through the following four articles.

1. Before and After the COVID-19 Pandemic: Rebound and Consolidation—Media Usage Patterns Showing Increasing Polarization
2. Media Usage Behaviors Among Infants, Toddlers, and Elementary School Students
3. The Impact of Generative AI on the Creative Industries
4. The Current State and Future Potential of Audio Media, Driven by Digital Services

In this series, we will present a selection of content from this lead feature. In Part 2, based on “The Current State and Future Potential of Audio Media Revitalized by Digital Services,” we will discuss trends and potential applications of audio media, with a focus on radio.

<Table of Contents>

▼The Evolution of Audio Media Services and the Development of Listening Environments Contribute to Increased Advertising Spending

▼“I Don’t Want My Ears to Be Idle”: The Reality of Audio Media Usage Across All Scenarios

▼“Entertainment You Listen To,” “AI Horiemon”: Expanding Content Initiatives

▼“Sensory-Neutral” Planning to Capture “Disposable Listening Time”

The evolution of audio media services and improvements to listening environments are contributing to increased advertising spending

According to Dentsu Inc.’s annual “Advertising Expenditures in Japan” report, while total advertising spending across the four major media outlets in 2023 stood at 96.6% of the previous year’s level (2.3161 trillion yen), radio advertising spending reached 100.9% of the previous year’s level (113.9 billion yen), marking an increase alongside magazine advertising among the four major media outlets.After returning to growth in 2021 for the first time in four years—at 103.8% of the previous year’s level (110.6 billion yen)—radio advertising spending rose again in 2022 to 102.1% of the previous year’s level (112.9 billion yen), making it the only one of the four major media categories to post three consecutive years of growth.

With the number of listeners growing not only through traditional radio broadcasts but also through the increasing use of radiko via the internet, the audience base for “radio broadcasts/radiko” is expanding, which is believed to be driving the increase in radio advertising spending. Furthermore, in 2023, radio digital advertising spending—a component of “digital advertising spending derived from the four major media”—reached 127.3% of the previous year’s level (2.8 billion yen).While the COVID-19 pandemic—particularly during stay-at-home periods—is said to have spurred growth in the use of many content services, such as video streaming services, it is presumed that the use of audio services also expanded, leading to an increase in related advertising spending.

On the other hand, even before the COVID-19 pandemic, the infrastructure for listening to audio media via digital services was already taking shape. This includes streaming platforms such as radiko, Spotify,Voicy, audio content from existing media outlets such as “Nigari Nikkei” and “Asahi Shimbun Arukiki,” audiobooks like Amazon’s Audible, smart speakers from Amazon and Google, the widespread adoption of wireless earbuds and headphones, and the evolution of AI-powered speech recognition and text-to-speech technologies—it can be said that services related to audio media were already evolving and expanding across various aspects, including content, platforms, and devices.

In this article, based on the results of a survey (“Audio Media Usage Survey”) conducted by Dentsu Inc. in July 2023, we will examine usage patterns of audio media—including radio/radiko, music streaming, and audio content (such as podcasts and audiobooks)—and introduce the initiatives of various companies in the audio media sector.

Please refer here for details on the survey, including generational classifications such as Gen Z, and service classifications such as radio/radiko and music streaming.

“I Don’t Want My Ears to Be Idle”: Usage Patterns of Audio Media in Every Situation

According to the “Audio Media Usage Survey,” the penetration rate of MAU (Monthly Active Users*) was 43.6% for the general population and across all audio media. Broken down by service, the rates were 30.6% for radio broadcasts/radiko, 24.8% for music streaming, and 7.4% for audio content.

Looking at each service individually, usage rates for radio broadcasts/radiko increase with age, while usage rates for music streaming services increase among younger age groups; thus, the two can be said to complement each other (see Figure 1).

*MAU = Refers to the number of active users who used a service, such as social media or an app, during a specific month.

Figure 2 shows the usage rates for each media type by usage scenario within the home.

For audio media, usage rates in scenarios such as upon waking, while getting ready, while doing housework or childcare, and while running errands are higher compared to video and social media.

Furthermore, “while working (working from home)” is a usage scenario that has grown significantly due to the COVID-19 pandemic, and audio media has the highest usage rate in this context. This suggests that audio media is becoming integrated into various aspects of daily life at home via smartphones and other devices, and it can be said that it is establishing itself as a medium that is closely intertwined with consumers’ daily lives.

Figure 3 shows the usage rates of each media type by usage scenario outside the home.

While radio and radiko have the highest usage rates while driving, music streaming services far outpaced other media to become the most popular choice while walking or traveling on public transportation. This is likely due to people using their smartphones during spare moments while out and about.

Furthermore, these services are also frequently used during “walks and jogs” and “at the gym or while playing sports.” This trend is likely driven by the widespread adoption of wireless earbuds and headphones. In particular, their use during active physical activities is thought to stem not only from the simple enjoyment of music but also from motivations related to mental well-being, such as boosting mood and improving concentration.

As the environment for audio media consumption—which is not limited by time, place, or situation—continues to improve, “multi-tasking” listening—such as while doing housework, getting ready, or studying—as well as listening during spare moments while commuting, can be seen as an expression of a “time performance” mindset: the desire to use time effectively and avoid boredom.

In a group interview on media usage conducted by Dentsu Inc. in August 2022 ( ), a young professional in their early 20s commented, “I don’t want to leave my eyes and ears idle.” Audio media—which keeps listeners’ ears engaged—can be said to align well with the preference, particularly among young people, to enhance life satisfaction through media engagement.

“Audio Entertainment,” “AI Horiemon”: Expanding Content Initiatives

Not only are opportunities to listen to audio content increasing, but the number and variety of content are also growing; in Japan, in particular, podcasts are said to be gaining popularity.

Podcasts offer a wide variety of programs covering news, music, entertainment, business and technology, education and culture, health and fitness, art and science, and hobbies.According to Masahiro Murakami, Client Partner at Spotify Japan K.K., the number of unique listeners to Spotify podcasts in 2022 was 42 times higher than in 2019, when the service was first launched in earnest. Furthermore, as of October 2023, the number of podcast titles available on Spotify exceeded 5 million.

Meanwhile, radiko launched “radiko Podcasts” in February 2024, a platform where users can enjoy a variety of audio content, suggesting that momentum is building toward further expansion of content offerings.

While the publishing industry is currently facing a slump, audiobooks—such as those available on audiobook.jp and Audible—are attracting significant attention.Audiobooks are highly regarded for reasons such as being “accessible even to those who struggle with reading,” “allowing listeners to enjoy them while doing other things,” and “being made more appealing by professional voice actors and narrators,” and various new initiatives from different companies are expected in the future. Content that transcends traditional book categories—such as material for meditation and stress relief, as well as “audio entertainment”—is also expected to increase.

These trends are seen as aligning with the so-called “time-efficiency” mindset and are likely to gain a stronger presence among audio content delivered via digital services.

Radio stations are also moving forward with new initiatives. In July 2023, five major radio stations in the Tokyo metropolitan area launched a pilot project for “TRA (Targeting Radio AD),” which aims to transform radio advertising into data-driven, performance-based mass advertising by utilizing data from Video Research Ltd. and radiko regarding radio and radiko ad sales.

This pilot is designed to test a sales model based on estimated listener numbers, rather than the traditional method of selling by the number of spots. While initiatives aimed at performance-based advertising have been announced one after another in sectors such as television and outdoor transit advertising, this collaboration—in which five companies are jointly conducting the pilot—aims to enhance the value of radio as a medium and is therefore highly noteworthy.

In September 2023, Takafumi Horie was appointed chairman of “CROSS FM,” an FM radio station in Kitakyushu City, Fukuoka Prefecture, and announced plans to expand business operations linked to the internet.As part of these initiatives, the station has revealed plans to provide news and traffic updates via “AI (Artificial Intelligence) Horiemon,” a synthetic voice based on Mr. Horie’s, to produce programs by selling select broadcast slots to influencers, and to allow listeners to participate in program production through a membership-based online community.

The station’s initiatives—including integration with the internet and the adoption of the latest technologies—are drawing significant attention.

“Sensory-Neutral” Planning to Capture “Disposable Listening Time”

As mentioned at the beginning, the evolution of various technologies—including content, platforms, and devices—has led to the expanded use of audio media, but it is fair to say that the COVID-19 pandemic further accelerated this trend.

Remote work and learning have increased opportunities to wear earbuds, and scenes such as people speaking to colleagues who are wearing earbuds—even while working—while being mindful of their presence have likely become commonplace. Given these shifts in consumer behavior, it’s reasonable to assume that people now have more time to freely control their auditory environment.

Listening “while doing other things” or during “spare moments” has expanded “disposable listening time,” and now various players are joining the race to capture this time.

While traditional radio broadcasting was primarily used for reasons such as enjoying music and entertainment or listening to the news, today’s audio media is incorporating motivations and purposes that were rarely seen in traditional radio listening—such as self-improvement or enjoying “personal background music” (to concentrate, boost one’s mood, etc.)—in addition to these traditional uses.

Furthermore, even when users consume video content, it is not uncommon for them to actually be enjoying only the music or audio. Given this situation, when delivering content and advertisements—particularly to young people—it is crucial to adopt a “sensory-neutral” planning approach that goes beyond simply considering the characteristics of the medium. This requires a thorough understanding of the user’s purpose, the specific usage scenarios in which the content is encountered, and the extent to which the user’s visual and auditory attention is engaged at the point of contact.

Audio media, which can closely align with consumers’ daily routines, is expected to achieve further growth by incorporating a variety of purposes and usage scenarios.

■ Click here for details on the “Information Media White Paper 2024.”

[Survey Overview]
Survey Name: “Audio Media Usage Survey”
Survey Period: Conducted in July 2023
Survey Method: Online survey
Sample Size: 6,664 respondents nationwide
Survey Sponsors: Dentsu Inc. / Media Services / Radio,TV Division / Video Research Ltd.

*Regarding the definition of generations
Men and women aged 15–25 = Generation Z
Men and women aged 26–39 = Millennials
Men and women aged 40–54 = Prime Working-Age Generation
Men and women aged 55–69 = "Around 60" Generation

*Definitions of Services*
Radio/radiko
　Includes radio broadcasts, radiko, and other radio streaming services (“Rajiru★Rajiru” and others)
Music Streaming
　Spotify, Amazon Music, Apple Music, YouTube Music, LINE MUSIC
　Other music streaming services are included
Audio Content
　Audio streaming platforms (Voicy, Spoon, etc.)
　Audio Content Distribution (Radio Talk, Himalaya, etc.)
　Podcasts (Apple, Spotify, Google, and others)
　Audiobooks and other audio content services are included
Television
　Terrestrial, BS, and CS broadcasting
Video Content Services
　YouTube, Netflix, TVer, etc.
Social Media
X (formerly Twitter), Facebook, Instagram, etc.