Apple is significantly expanding its podcasting capabilities with the introduction of full video support for Apple Podcasts this spring, a move directly challenging the dominance of YouTube, Spotify and even Netflix in the burgeoning video podcast market. The announcement, made Monday, marks one of the most substantial updates to the platform since its inception.
The update will allow users to seamlessly switch between audio and video within the same podcast feed, eliminating the need for separate downloads. Features will include picture-in-picture mode and offline video downloads, enhancing the user experience for both focused viewing and background listening. Apple will leverage its HTTP Live Streaming (HLS) protocol, developed in-house, to deliver adaptive video quality, improved stability, and advanced controls within the app, according to the company.
“Twenty years ago, we helped bring podcasts to the mainstream, and now we want to redefine how they’re experienced,” stated Eddy Cue, Apple’s Senior Vice President of Services. Cue emphasized Apple’s commitment to empowering creators with greater control over their content and monetization strategies while maintaining a user-friendly experience.
While Apple Podcasts has supported video via RSS feeds since 2005, the integration was fragmented and separate from the audio experience. The adoption of HLS is a key component of the new strategy, enabling dynamic video advertising. This allows creators to insert video ads, including host-read messages, through compatible advertising providers and networks. Apple will not charge creators or hosting platforms for distributing video podcasts, but will levy a fee based on impressions to advertising networks utilizing its technology for dynamic ad insertion.
Several major podcast hosting platforms have already confirmed support for the new HLS video standard, including Acast, ART19 (owned by Amazon), Omny Studio by Triton Digital, and SiriusXM. This widespread adoption is expected to accelerate the rollout of video podcasts on Apple’s platform.
Apple’s move comes as competition intensifies in the podcasting space. YouTube currently boasts over 1 billion monthly viewers of podcast-style content, while Spotify has reportedly invested over $100 million in creator deals in a single quarter. Netflix is also experimenting with original video podcasts and strategic partnerships to attract new audiences. According to CNBC, the update brings Apple Podcasts more in-line with these competitors.
Although Apple does not disclose specific revenue figures for Apple Podcasts, its Services division – encompassing subscriptions and digital content – generated $30 billion in the most recent quarter. The company’s recent acquisition of Q.ai, an Israeli startup specializing in artificial intelligence tools for audio, signals a continued investment in innovation for content creators.
With this update, Apple aims not only to respond to its rivals but also to solidify its position as a leader in the evolving podcasting landscape, where video, flexible monetization options, and creator control are becoming increasingly critical factors.