Podcast listeners’ favorite app? Hint: It’s not an audio platform.
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YouTube is the preferred podcast platform among US listeners of this medium, according to Morning Consult. Spotify takes second place, followed by Apple Podcasts and Pandora.
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Beyond the chart: When Morning Consult conducted its survey, the podcast experience on YouTube was video-centric, but since then, the platform has announced plans to add audio-only podcasts and podcast ads to YouTube Music in the near future. In the new audio-first experience, podcasts—unlike videos—will play even when the phone screen is locked.
YouTube’s push into podcasting is a smart move for the company. We forecast US podcast ad spend will grow 28.8% this year to reach $2.25 billion.
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