media organizations: Japan has been late to the party insofar as podcasts are concerned, and Spotify seems to be looking at making a grab for a piece of this untapped domestic market, according to The Japan Times. The music streaming giant recently unveiled several platform-exclusive programs for the domestic market, highlighted by The Nakajima Hiroto Show Life Album and Pop Life The Podcast, which is hosted by Soichiro Tanaka and Yuki Mihara. The growth of podcasts in recent years has taken on a life of its own, with a wide variety of media organizations pouring resources into the creation of such content in an attempt to target a younger demographic. ; Spotify's investment in the industry underlines just how serious such content is being viewed abroad. Both programs appear to attempt to replicate a model that has taken off in the West in Japan, even though the local landscape has also evolved in its own way. As interest in podcasts started to grow in the mid-2000s, several creators managed to produce episodes on a regular basis that garnered a following. Spotify's investment in such content isn't the first time a company has tried to jump on the podcast bandwagon in Japan.
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