Seamless shift between watching and listening
Apple announced Monday that it will introduce an integrated video experience within Apple Podcasts this spring, marking a significant evolution for the platform as video reshapes the podcast industry.
The update will allow users to move fluidly between audio and video versions of the same show from a single feed. Viewers will also be able to use picture-in-picture mode and download video episodes for offline access, bringing the experience closer to what audiences have come to expect from competing platforms.
“By bringing a category-leading video experience to Apple Podcasts, we’re putting creators in full control of their content and how they build their businesses,” said Eddy Cue, Apple’s senior vice president of Services, in a statement.
Keeping pace with rivals
The move follows growing demand for video podcasts. Edison Research estimates that 37% of people over age 12 watch video podcasts each month, reflecting a structural shift in how audiences consume long-form content.
Apple’s update aligns its podcast offering more closely with competitors such as Spotify, YouTube and Netflix, all of which have invested heavily in video-driven podcast formats. YouTube previously said it surpassed 1 billion monthly active viewers of podcast content, while Spotify reported paying more than $100 million to podcasters in a single quarter as it expanded its video strategy.
Netflix has also entered the space, partnering with Spotify to distribute video podcast content and launching original programs, including “The Pete Davidson Show,” which debuted in January.
New technology and monetization tools
Although Apple Podcasts has supported video feeds via RSS since 2005, those video streams were separated from audio feeds. The upcoming update introduces support for HLS, Apple’s HTTP Live Streaming protocol, enabling adaptive playback and unified management of audio and video in one environment.
The new format will also support dynamic video ad insertion. Creators working with participating hosting providers and ad networks will be able to integrate video advertisements, including host-read promotions, directly into episodes.
Apple said it will not charge creators or hosting partners to distribute content. However, ad networks participating in dynamic ad delivery through HLS will face an impression-based fee.
Launch partners supporting HLS video include Acast, Amazon-owned ART19, Triton’s Omny Studio and SiriusXM.
Broader services strategy
The expansion of video functionality strengthens Apple’s broader Services business, which includes digital content and subscription platforms. In its most recent quarter, Apple’s Services segment generated $30 billion in revenue, though the company does not disclose specific figures for Apple Podcasts.
Earlier this year, Apple also acquired Israeli artificial intelligence startup Q.ai. While financial terms were not disclosed, the company had reportedly been developing AI tools focused on audio applications, underscoring Apple’s ongoing investment in next-generation media experiences.
