Amid the rise of streaming and social media, Japan's traditional radio is experiencing a surprising revival. MERXWIRE's latest report highlights how digital innovation, the pandemic, and evolving user habits have fueled steady growth in listeners and sponsors.

TOKYO, JAPAN (MERXWIRE) - In the digital age of booming streaming video and social media, Japan's traditional radio programs are bucking the trend and showing strong growth momentum. MERXWIRE integrated multiple media statistics and user behavior observations to release a "Japanese Broadcasting Market Analysis Report," pointing out that due to the impact of the new crown epidemic, coupled with the advancement of digital technology and the integration of applications, the number of active users and corporate sponsors on Japanese broadcasting platforms has grown steadily, and the overall market is ushering in a new era of "broadcasting renaissance."

According to data released by Radiko, Japan's largest radio distribution platform, there are currently 8 to 9 million active users per month, approximately 1.8 million daily users, of which 1 million are paid members. The overall number of users and subscriptions both show continued growth. Statistics show that each user listens to the radio for an average of 130 minutes a day, far exceeding the average time Japanese people use social media (about 60 minutes), highlighting the high stickiness of radio media.

Japanese data company FULLER noted significant differences in media usage habits among different generations. Generation Z (born after 2000) spends 88 minutes on social media daily, significantly higher than the 57 minutes of Millennials and 43 minutes of Generation X. This indicates that Generation Z is still the main force of digital communities. However, Generation Z users are also active on radio platforms, reflecting that radio is capturing the hearts of young people in a new way.

The response from the corporate side is also noteworthy. The long-running program "All Night Nippon" is regarded as a symbol of Japan's "broadcasting renaissance." The show, which has been on the air since 1967, once fell into a slump due to media diversification, with only about 10 sponsors left in 2015. However, radio's popularity has rebounded in recent years, and "All Night Nippon" currently has nearly 100 sponsors, surpassing its previous peak, demonstrating companies' renewed recognition of the value of radio advertising.

The key to the resurgence of Japanese broadcasting lies in the dual promotion of digitalization and content innovation. Mainstream media such as NHK have embraced digital transformation, reaching young audiences through streaming platforms, mobile applications, and social media. Launching programs targeting Generation Z, such as "News Pekopa" and "Gachimon!" sparked discussion and set new records in playback and interaction data.

The vitality of local radio cannot be ignored. In March 2025, NHK Sapporo Broadcasting Station will hold the "Radio Love is Unstoppable!" event with four commercial radio stations in Hokkaido, attracting many people to participate. The event showcases the creativity of local radio and its power to connect communities, becoming an essential platform for local culture and voices.

In addition, the COVID-19 pandemic has also become a significant driving force behind the revival of radio. While staying at home, radio has become a medium for many people to accompany their emotions and information. With the popularity of smartphones and voice assistants, listening methods have become more flexible. Listeners can easily listen while commuting, doing housework, reading, or even falling asleep.

A university student named Takahashi Haruna shared, "I'm used to listening to the radio on my phone. Whether on my way to school, doing housework, or before bed, the radio always makes me feel less lonely. Compared to social media videos that are easily distracting, the radio makes me more relaxed and can focus on my work."

Experts point out that the key to radio programs' success lies in their characteristics of "low interference and high sense of companionship" and the combination of diverse content such as music, news, life, and interaction to keep close to the rhythm of modern life. As digital technologies further integrate, Japanese radio programs are expected to move towards higher interactivity and personalized push and continue to play an essential role in the rapidly changing media market.

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MERXWIRE INC.
Ada Huang
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SOURCE: MERXWIRE INC.