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Since Japanese is incredibly rich in onomatopoeic expressions which are
commonly understood by most adults, I am wondering if adults ever make up new
onomatopoeia on the fly, or if they always use those which they have "learned"
and which are commonly understood (and there is a very, very long list of
"common" onomatopoeiae).

Young children probably do not know onomatopoeia for all situations and I
think I have seen adults "correct" children on their "incorrect" (or
improvised) use — for example, a 4-year-old child might use ざらざら where がさがざ
would be more appropriate. (Of course, children learning Japanese natively
will pick up onomatopoeia like any other word and usually don't need to be
actively taught/corrected.)

I also guess that popular media can coin new onomatopoeia, which get included
in the list of commonly known ones. Are there any notable examples that still
prevail? Are there examples which have fallen out of use?
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onomatopoeia
Do native speakers ever create/improvise onomatopoeia?
Sorry I can't answer your question directly.

However, there is a [great
deal](https://www.researchgate.net/publication/333157685_An_Investigation_of_Phonological_Features_and_Acoustic_Features_to_Auto-
Classify_Japanese_Onomatopoeias_into_Semantic_Usage_Category) of [sound
symbolism](https://en.wikipedia.org/wiki/Japanese_sound_symbolism) in
Japanese. Some authors coin new onomatopoeia for translating [foreign
concepts](https://www.ceeol.com/search/article-detail?id=30106), or
[utilize](https://books.google.com.vn/books?id=-2O1DwAAQBAJ&dq=coining%20onomatopoeia%20in%20Japanese&lr=&source=gbs_navlinks_s)
onomatopoeic affixes just like Kango affixes ( _zazamushi_ was coined with
_zaza_ symbolizing the sound of waterflow, and _mushi_ meaning "insect") .
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My feeling is that if you genuinely find an onomatopoeia that works better
than existing ones, you can certainly use it on the fly. This is really hard
though, as a) there are already so many of them, and b) there are unwritten
rules that restrict possible onomatopoeia that will communicate successfully.

Children often do create new onomatopoeia, but if you are an adult it would be
very rare. I found [an article](https://www.icc.ac.jp/nakayama/03.pdf) that
tried to discover the usage of previously unknown onomatopoeia in mangas. Only
2% of onomatopoeia was new according to them. This is however in a very
creative environment. If one uses new onomatopoeia in real-life conversations
2% of the time they will probably sound silly. That said, you could use the
"new" onomatopoeia they identify (I'm using quotes because 3 out of 5 of them
don't feel new to me) without problem in informal conversations (they
are:「がこん」「てっ」「ぴきん」「ぽう」「わしゃわしゃ」).

As to examples that have fallen out of use, がびーん、がーん apparently has (I can't
confirm this though as I've been out of Japan for some time now - I still use
them :) ).
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