Apple Podcasts Adds Video to Rival YouTube and Spotify
▼ Summary
– Apple Podcasts is introducing advanced video capabilities this spring, allowing users to watch or listen to shows directly within the app.
– This move responds to increased competition from platforms like YouTube and Spotify that offer video podcast viewing.
– The new system uses Apple’s HLS protocol for adaptive streaming and, for the first time, enables dynamic video ad insertion for creators.
– Apple will not charge creators or hosting providers for distribution but will charge ad networks a fee for dynamic video ads starting in 2026.
– The launch is supported by major hosting and ad companies like Acast, ART19, and SiriusXM, aiming to give creators more control and monetization options.
Apple Podcasts is taking a major leap forward by fully integrating video capabilities, a strategic move that positions it to compete more directly with platforms like YouTube and Spotify. This spring, users on iPhone, iPad, Apple Vision Pro, and the web will gain access to an enhanced experience where they can seamlessly switch between watching and listening to their favorite shows. The update introduces features like horizontal full-screen viewing and the ability to download videos for offline enjoyment, all while maintaining the app’s signature personalized recommendations and curated editorial sections.
For nearly two decades, Apple has technically supported video in podcasts, but the process was cumbersome, often requiring separate listings for audio and video versions of the same show. The shift is now powered by Apple’s own HTTP Live Streaming (HLS) protocol, which enables adaptive streaming for better quality across different connections. Crucially, this technology also unlocks new monetization avenues for creators by allowing for the dynamic insertion of video advertisements, including host-read spots, directly into their content.
The feature is currently available for testing in developer beta versions of iOS, iPadOS, and visionOS. Eddy Cue, Apple’s SVP of Services, framed the announcement as a defining milestone, stating the update gives creators full control over their content and business models while simplifying the experience for audiences.
Distribution will be facilitated through a select group of hosting and ad network partners at launch. These include Acast, Amazon’s ART19, Triton Digital’s Omny Studio, and SiriusXM’s suite of services, with more expected to join. Apple maintains its policy of not charging creators or hosts for distribution, whether for traditional RSS feeds or the new HLS video. However, the company will implement an impression-based fee for ad networks delivering dynamic ads within HLS videos starting later in 2026.
Industry partners have welcomed the development. Executives from SiriusXM, ART19, Acast, and Triton Digital highlighted the move as a natural evolution for the medium, praising its potential to drive creator revenue and audience growth while maintaining an open ecosystem that lets publishers retain control over their audience relationships and advertising.
As a global platform offering millions of shows across over 170 countries, Apple Podcasts also supports premium subscriptions, allowing creators to offer ad-free listening and exclusive content. This video integration represents a significant expansion of the platform’s tools, aiming to solidify its role as a comprehensive home for both audio and video podcasting.
(Source: Variety)
