In a move that underscores the intensifying competition in the video podcasting market, Apple has unveiled a significant update to Apple Podcasts that will introduce advanced video podcast capabilities this spring.
The company said the enhanced experience will be powered by its HTTP Live Streaming (HLS) technology, aiming to provide higher-quality playback and expanded monetisation options for creators. The update reflects the broader industry shift toward video-first podcasting, as platforms race to capture advertising budgets and audience engagement increasingly migrating to visual formats.
“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,” said Eddy Cue, senior vice president of Services at Apple. “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.”
Within the Apple Podcasts app, users will be able to switch between audio and video versions of shows, watch in full-screen horizontal mode, and download video episodes for offline viewing. HLS-powered adaptive streaming will adjust video quality based on network conditions, supporting playback across Wi-Fi and cellular connections.
Video episodes will integrate with existing discovery tools, including personalised recommendations and editorial curation in the app’s New tab and category pages. The rollout also introduces new revenue opportunities for publishers. For the first time on Apple Podcasts, creators will be able to dynamically insert video ads, including host-read spots, through participating hosting providers and ad networks. Launch partners supporting HLS video include Acast; ART19, an Amazon company; Triton Digital’s Omny Studio; and SiriusXM, including its SiriusXM Media, AdsWizz, and Simplecast divisions. Apple said additional providers will join over time.
Apple will not charge hosting providers or creators to distribute podcasts via RSS/MP3 or HLS video. However, beginning later this year, the company will apply an impression-based fee to participating ad networks for the delivery of dynamic ads within HLS video on Apple Podcasts.
Apple’s partners framed the move as a pivotal development amid the growing convergence of audio and video formats. Greg Glenday, CEO of Acast, described the integration as “a defining moment” that expands revenue potential for creators and brands. Geoff Mattei, CEO of ART19, said the development represents “a significant moment for creators who’ve been waiting” for streamlined video distribution within established podcast ecosystems.
Scott Walker, chief advertising revenue officer at SiriusXM, said: “For publishers, marketers, and creators, HLS video on Apple Podcasts brings a fresh opportunity to grow their businesses. As a leader in podcasting that has championed an open ecosystem approach, we’re thrilled to see a major player like Apple continue to advance the podcasting industry and support the advertising community.”
Apple’s move comes as major platforms compete to become primary destinations for video podcasts, a segment attracting increasing advertiser interest. The addition of dynamic video ad insertion positions Apple Podcasts more directly within the broader digital video advertising market, while maintaining the open RSS-based distribution model long associated with podcasting.
Apple Podcasts is currently available in more than 170 countries and regions and offers access to millions of shows. Existing features include variable playback speeds, Enhance Dialogue mode, automatically generated chapters, timed links, transcripts in 13 languages, and premium subscription tools for creators.
