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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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