Podcasts are exploding in popularity across India today. YouTube wanted to dive deeper into this phenomenon to understand what people, specifically the youth, are listening to, along with navigating when, where and why they choose podcasts. Our task was to investigate the opportunity for YouTube in this mushrooming content category…

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Our findings helped YouTube take stock of their equity in the context of all the other platforms out there. YouTube is now building on what’s working for its brand as it helps audiences discover all that podcasts offer for them!