#Japan #Tokyo #Material Inc. #Video Podcast #Podcast Marketing

Material Launches Video Podcast Support Service

Material Inc., a Japanese public relations firm based in Minato, Tokyo, has announced the launch of its new service focusing on video podcast production and distribution assistance, effective from May 8th, 2025. This service will aid companies in their branding and marketing efforts by creating podcast content that communicates the company's charm and messages through audio, targeting various stakeholders. Rather than merely producing audio content, the service will also create videos of the recording process, which will be leveraged across social media platforms to effectively increase reach and engagement. By offering a one-stop solution that spans from content creation to social media integration, Material aims to support greater brand recognition and audience engagement.

The Growth of the Podcast Market

Amidst the increasing frequency of digital content consumption, podcasts are rapidly gaining popularity due to their convenience, allowing users to enjoy content without the constraints of time and place. The proliferation of subscription-based services like Spotify and Amazon Music is fostering a culture of multitasking, where people listen to podcasts while commuting or working, leading to an accelerated demand for podcast content. The global podcast market size, for example, is predicted to grow from approximately $12.7 billion in 2023 to around $43 billion by 2032. Furthermore, a joint survey conducted by Otonal and Asahi Shimbun shows that more than 60% of podcast users frequently search for products or locations featured in episodes, and over 40% have either purchased products or visited places introduced in podcasts. This demonstrates a significant expectation for podcasts to enhance brand awareness and stimulate interest. Notably, podcasts have shown high utilization rates across generations, approximately 15% overall, with particularly strong engagement among younger audiences — 32.8% of teenagers and 25% of people in their twenties regularly engage with podcasts.

Given this high utilization rate, companies are increasingly seizing opportunities to communicate with consumers using podcasts. The tendency for listeners to engage with longer content during multitasking suggests there is great potential for further utilization of podcasts in promotional and branding strategies.

Motivation Behind Service Launch

Material has leveraged its strength in storytelling to expand public relations support for branding and marketing activities. As the podcast market is projected to expand rapidly across the globe, and with new players constantly entering the space, the key to success lies in transcending mere promotional messaging. It is essential to create content that 'listeners want to hear.'

The new service will utilize Material's storytelling strengths to design engaging content that captures consumer interest. Moreover, it goes beyond audio content; by integrating video representations of recording sessions and production processes across various social media platforms, Material can realize cohesive promotions. By generating empathy through audio content and highlighting that appeal on social media, they aim to convey a multifaceted image of companies and brands, ultimately providing more effective PR support in branding and marketing activities.

Service Offerings

The new service encompasses the following offerings:

• - Audio Material Production:

- Casting MCs, including recording and editing processes.

• - Video Production for Social Media:

- Creating longer videos (vertical format) and short vertical videos extracted from longer content.

• - Collaboration with Subsidiary Material Digital for Digital Advertising Operations

About Material

Material is a brand-building company that focuses on enhancing corporate and product value through storytelling at its core. It offers a wide array of services, including comprehensive planning for branding and promotional campaigns, content development, creativity, casting, PR execution, crisis management, public affairs, lobbying, and digital marketing, all provided through a one-stop solution.

About Material Group

The Material Group is a specialized business collective that supports comprehensive communication across all facets of business. Acting as a partner to help clients resolve business challenges, they enhance relationships with society, contributing to clients' success. With the vision