Apple Podcasts on App Store displayed on a phone screen is seen in this illustration photo taken in Poland on June 5, 2024. (Photo by Jakub Porzycki/NurPhoto via Getty Images)
Apple announced on Monday a significant enhancement to Apple Podcasts, introducing a fully integrated video podcast experience slated for release this spring. This development positions Apple to better compete in a rapidly evolving podcast landscape increasingly dominated by visual content. The move acknowledges the growing popularity of video podcasts, with Edison Research reporting that approximately 37% of individuals aged 12 and over consume video podcasts on a monthly basis.
The Rise of Video Podcasting & Apple’s Response
The update directly addresses the competitive pressure from platforms like Spotify, YouTube, and now Netflix, all of which have strategically expanded their investment in video podcasting. Eddy Cue, Apple’s senior vice president of Services, highlighted the company’s long-standing commitment to the medium, stating, “Twenty years ago, Apple helped take podcasting mainstream by adding podcasts to iTunes, and more than a decade ago, we introduced the dedicated Apple Podcasts app.”
Cue further explained that the new video functionality aims to empower content creators, stating, “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, while making it easier than ever for audiences to listen to or watch podcasts.” Users will benefit from a unified experience, seamlessly transitioning between audio and video formats within the same podcast feed.
Enhanced Features & Technical Specifications
The forthcoming update will allow listeners to effortlessly switch between audio and video playback within the Apple Podcasts application. Additional features include support for picture-in-picture mode and the ability to download video episodes for offline enjoyment. While Apple Podcasts has technically supported video content via RSS feeds since 2005, these were previously segregated from their audio counterparts.
Central to this upgrade is the implementation of HLS (HTTP Live Streaming), a streaming protocol originally developed by Apple. HLS enables adaptive video playback, optimizing the viewing experience based on network conditions, and provides creators with enhanced control over their content delivery. This new format also facilitates the integration of dynamic video advertising.
Monetization & Partner Support
Apple will not impose any fees on creators or hosting providers for distributing video podcast content. However, ad networks utilizing the HLS protocol for dynamic video ad insertion will be subject to an impression-based charge. Several prominent podcast hosting companies are already on board to support the new HLS video capabilities.
These initial launch partners include Acast, ART19 (owned by Amazon), Omny Studio (from Triton Digital), and SiriusXM. The announcement arrives as competitors continue to aggressively pursue video podcasting audiences. YouTube reported exceeding 1 billion monthly active viewers of podcast content last year, while Spotify disclosed payments exceeding $100 million to podcasters during the first quarter of the previous year. Netflix has also entered the fray, forging a partnership with Spotify and launching original video podcast programming like “The Pete Davidson Show” in January.
