Apple Podcasts Upgrades Video Experience This Spring
▼ Summary
– Apple is launching a new video podcast experience in its Apple Podcasts app this spring, allowing users to switch between watching and listening.
– The feature uses Apple’s HLS video technology and supports horizontal viewing and offline downloads for video podcasts.
– This move aims to help Apple compete with platforms like YouTube, Spotify, and Netflix, which already have large video podcast audiences.
– Apple’s executive stated this update is a milestone that gives creators control and makes it easier for audiences to consume podcasts.
– The update is available for beta testing this week on select Apple operating systems before its official spring launch.
Apple is set to significantly enhance its podcast platform this spring by introducing a comprehensive video podcast experience. This strategic update allows listeners to seamlessly switch between audio and video modes directly within the Apple Podcasts app. The integration of Apple’s HTTP Live Streaming (HLS) video technology will power this new functionality, enabling users to watch in a horizontal format and even download videos for offline viewing. This move directly positions Apple to compete more effectively in the rapidly growing video podcast market.
The decision reflects a clear trend in consumer behavior. Recent data from Edison Research indicates that over half of the U.S. population has engaged with a video podcast, with a substantial 37% tuning in on a monthly basis. This growing audience has already been captured by platforms like YouTube and Spotify, making Apple’s enhanced offering a necessary evolution. YouTube boasts over one billion monthly active viewers for podcast content, while Spotify reports nearly 400 million users have watched its library of half a million video podcasts. Even Netflix has entered the arena through partnerships, highlighting the format’s mainstream appeal.
By upgrading its own app, Apple aims to retain its user base and prevent them from migrating to rival services to watch popular shows. The company has a long history in the podcasting space, having integrated podcasts into iTunes two decades ago and launching the dedicated Apple Podcasts app over ten years ago. Eddy Cue, Apple’s senior vice president of Services, described this video rollout as a “defining milestone.” He emphasized that the update provides creators with greater control over their content and business models, while offering audiences unparalleled flexibility in how they consume podcasts.
Although the full public launch is scheduled for spring, developers and beta testers can access the new video features immediately. The update is available in the latest beta versions of iOS, iPadOS, and visionOS, allowing for real-world testing and refinement before the official release. This approach ensures a polished experience that meets user expectations from day one.
(Source: TechCrunch)
