#Japan #Tokyo #Spotify #Audio Streaming #Sound-On Era

Spotify's Revelatory Report on Voice Media

Spotify, the world-renowned audio streaming service with over 761 million users, has officially launched an insightful report titled 'The Sound-On Era.' This extensive analysis, the first of its kind in Japan, delves into the present and future of voice media, offering valuable insights derived from a survey involving 5,000 consumers from the U.S., U.K., Germany, Mexico, and Japan, as well as interviews with 105 advertisers and 30 industry experts.

As streaming technology and AI evolve, audio content has shifted from being merely a 'background media' to a core element driving emotional engagement and influencing purchasing decisions in our modern media landscape. The report illustrates the positive experiences voice media creates for consumers in their daily lives and highlights the innovations brought about by the fusion of AI and audio.

Key Highlights

Voice Media: A Source of 'Regret-free Time'

A significant portion of consumers reveal that they feel they have not wasted time spent engaging with audio as compared to other media. The report underscores how voice media seamlessly integrates into various aspects of everyday life—be it commuting, exercising, or cooking—reducing cognitive load while enhancing mental and physical well-being.

Survey Findings:

• - 91% of consumers have interrupted other online activities for audio streaming.
• - 80% of Spotify users mute video audio from other platforms while listening to audio content.
• - 61% of consumers remember the content they've heard better than social media content (a 6% advantage).
• - 36% of respondents find music and podcast ads to be more trustworthy than social media ads.

Growing Demand for Interactive Voice Experiences through AI

The fusion of AI with audio is transforming how consumers engage with voice content, shifting from passive listening to interactive and engaging experiences. This shift is reflected in Spotify’s usage statistics following the launch of the AI DJ feature in May 2025, which saw a phenomenal 45% increase in global streaming numbers. Additionally, in the fourth quarter of the same year, it was noted that 42% of users actively utilized voice commands.

Survey Findings:

• - 88% of consumers seek voice responses from AI assistants.
• - 85% of advertisers believe interactive and conversational audio formats represent the future of advertising.
• - 57% of listeners indicated that they respond to preferred advertisements via voice commands even when their screens are off.
• - The global market for voice agents is projected to expand from $2.4 billion in 2024 to $47.5 billion by 2034.

In addition, 'The Sound-On Era' provides a deeper understanding of voice media and presents insights and ideas that advertisers can utilize to effectively reach consumers.

The full report can be downloaded from the following link: Spotify Sound-On Era Report

About Spotify

Since its launch in 2008, Spotify has revolutionized the way people enjoy music. With access to over 100 million songs, more than 7 million podcasts, and over 350,000 audiobooks—all free to discover, manage, and share—Spotify offers a diverse audio experience. Users can opt for a premium subscription for an ad-free experience, higher sound quality, and offline listening. Currently, Spotify is the leading audio streaming service, boasting 761 million users, including 293 million premium subscribers across more than 180 countries and regions.