Voicy Inc. (Headquarters: Shibuya-ku, Tokyo; CEO: Kentaro Ogata; hereinafter "Voicy") has released a report quantitatively visualizing the branding effects of companies distributing audio content.

◾️ Survey Background and Objectives

In recent years, with the spread of generative AI, it has become an era where "polished content" can be easily created by anyone. However, people are increasingly placing their trust in "realness" that reveals genuine thoughts, even with a touch of imperfection, rather than perfectly finished messages.

Amidst this trend, "audio" is regaining attention as a means for companies to disseminate information.

While companies engage in audio distribution for purposes such as brand awareness, recruitment PR, customer communication, and internal communication, there has been a lack of research quantitatively demonstrating its effects.

Therefore, Voicy conducted a survey targeting listeners of four corporate channels that continuously distribute audio content externally using VoicyPro. The survey aimed to investigate how continuous listening brings about changes in "brand awareness," "favorability," "purchase intent," and "long-term relationships with fans."

This survey aims to provide objective data for marketers, PR managers, and executives to determine whether "audio distribution should be utilized as a mid-to-long-term brand strategy."

◾️ Survey Overview

Target Audience

Listeners of four corporate channels distributing audio content on Voicy

Survey Period

April to June 2026

Number of Valid Responses

370

Survey Method

Online questionnaire via pop-up banner within the Voicy app. Listeners of each corporate channel were categorized and surveyed with the same questions.

Categorization Method

Categorized into 9 groups based on cumulative listening time (3,000+ minutes / 1,000-2,999 minutes / under 1,000 minutes) × listening frequency (3+ times per week / 1-2 times per week / less than once per week)

Main Survey Items

Awareness / Favorability / Purchase Intent / How the channel was discovered / What attracted listeners to the program / Actions taken regarding the company's services / Realizations or changes due to listening to the distribution

Diagram illustrating listener categorization

◾️ Favorability — Cumulative 1,000 minutes as a turning point, favorability towards the company increases with longer continuous listening

It was confirmed that favorability towards companies increases in stages as cumulative listening time increases. Particularly in the group exceeding 1,000 cumulative minutes (approximately 17 hours, equivalent to about 50 episodes if each is 20 minutes long), the combined total of "Good / Very Good" reached over 90% for all companies.

This 1,000-minute threshold was consistently observed in the survey results for listeners of all four companies. This indicates that getting listeners to reach 1,000 minutes is a crucial point for building favorability.

◾️ Purchase Intent — Both cumulative listening time and listening frequency influence purchase intent

It was observed that not only cumulative listening time but also an increase in weekly listening frequency led to a higher proportion of respondents indicating "already using" or "very interested in using" the services/products provided by the company.

Once cumulative listening time exceeded 1,000 minutes, the proportion of people with purchase intent (responding "already using" / "very interested in using") was approximately 60%.

Furthermore, for listeners who listened more than 3 times per week, the proportion of people with purchase intent (responding "already using" / "very interested in using") reached 70%.

◾️ Long-Term Relationship with Fans — Audio distribution fosters support beyond awareness and purchase

This survey revealed sentiments of voluntary "support" and "recommendation" that go beyond mere favorability and purchase intent. In the free-response section, comments such as "I want to support them unconditionally," "I would be sad if the broadcast disappeared," and "My perspective completely changed" were received.

◾️ Conclusion

Unlike general mass media or web advertising, audio distribution is not a means of delivering information the moment it is seen. As listeners independently follow channels, play them, and continue listening weekly or daily, the company's thoughts and personality are gradually accumulated.

This accumulation is the unique medium that generates empathy, boosts favorability towards the company, cultivates purchase intent, and ultimately builds long-lasting relationships with "fans."

This survey demonstrates that this phenomenon is reproducible across four completely different industries: business education, human resource development, life coaching, and historical education.

In the AI era, amidst an overflow of information and homogenization of content, audio distribution, which "continuously delivers personality and values through voice," significantly contributes as a mid-to-long-term asset strategy for companies.

◾️ About VoicyPro

VoicyPro is a broadcast support plan for corporations that directly delivers a company's "intentions" to stakeholders through voice. As a method to convey the "corporate warmth" that is difficult to communicate through text alone, it is being introduced as a branding tool in various fields such as corporate/service branding, recruitment, and internal communication.

Voicy's customer success team provides thorough support from launch to continuous broadcasting, allowing companies without audio distribution expertise to start with peace of mind. Please feel free to contact us even if you are just in the information gathering stage.

▶︎ Click here for the VoicyPro service site

https://biz.voicy.jp/voicypro

◾️ About the Audio Platform "Voicy"

"Voicy," with 2.5 million registered users, is a comprehensive audio platform for "listening while doing" selected content. Over 2,000 channels feature voices of personalities who have passed through a rigorous selection process with an application acceptance rate of around 5%, including "media broadcasts" where news can be heard, and "owned media" that conveys the personality of companies. It provides an environment where busy individuals can encounter people and information in their daily lives, enriching their days. The average listening retention rate is approximately 80%, and a culture has emerged where many people enjoy broadcasts, often around 15 minutes long, until the end. The recording method is simpler than any other form of distribution, and the unedited voice allows for content that conveys authenticity and passion. Furthermore, amidst growing attention to the creator economy, 60% of channels have achieved monetization.

● Web: https://voicy.jp/

● App: https://voicyapp.page.link/BKWZ

FACT BOX

  • Source: PR TIMES
  • Category: Survey結果
  • Organizations: Voicy / VoicyPro