Apple Podcasts Adds Video, Challenging Spotify & YouTube in Growing Market

Apple is intensifying its competition with streaming giants like YouTube, Spotify, and Netflix by introducing integrated video podcasting to its Apple Podcasts platform this spring. The move, announced on Monday, February 16, 2026, marks a significant shift for the company, bringing it more in line with the growing trend of visual podcast consumption.

The update will allow users to seamlessly switch between audio and video formats within the same podcast feed, utilizing features like picture-in-picture mode and offline video downloads. While Apple Podcasts has technically supported video through RSS feeds since 2005, these were previously treated as separate entities from their audio counterparts. The new integration leverages Apple’s HTTP Live Streaming (HLS) protocol, offering adaptive video playback and enhanced control within the app.

This development arrives as video podcasting gains traction among audiences. According to Edison Research, approximately 37% of individuals aged 12 and over watch video podcasts monthly. The increasing popularity of video formats has prompted competitors to invest heavily in the space. YouTube currently boasts over 1 billion monthly active viewers of podcast content, while Spotify has aggressively pursued exclusive deals and video tools for podcasters, reportedly spending over $100 million in the first quarter of 2025 on podcast acquisitions and development. Netflix has also entered the fray, securing a deal with Spotify to bring video podcasts to its streaming service and investing in original video podcast programming.

“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,” stated Eddy Cue, Apple’s senior vice president of Services. “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.”

The introduction of HLS also facilitates dynamic video ad insertion, allowing creators to monetize their content through targeted advertising, including host-read spots. Apple will not charge creators or hosting providers for distributing content, but will implement an impression-based fee for ad networks utilizing the HLS system for delivering dynamic video ads.

Several podcast hosting partners are already on board for the launch, including Acast, Amazon-owned ART19, Triton’s Omny Studio, and SiriusXM. These platforms will support HLS video, enabling creators to seamlessly integrate the new format into their workflows.

Apple’s move is widely seen as a strategic response to the evolving podcasting landscape and a bid to reclaim a stronger position in the market. Despite being pre-installed on over 2 billion devices, Apple Podcasts has faced increasing competition from platforms that embraced video earlier. The company’s decision to prioritize video integration signals a recognition of the format’s growing importance and a commitment to providing creators with the tools they need to succeed.

The impact of this update extends beyond Apple and its competitors. We see likely to influence content creation strategies, potentially prompting podcasters to prioritize video production and reconsider distribution channels. The shift could also reshape Apple’s services revenue model, as the company explores new monetization opportunities within the video podcasting ecosystem.

While Apple does not publicly disclose revenue figures specifically for Apple Podcasts, its Services segment – encompassing digital content and subscription businesses – generated $30 billion in revenue during its most recent quarter. The company’s recent acquisition of Israeli artificial intelligence startup Q.ai, for an undisclosed amount in January 2026, suggests a broader investment in audio-focused AI technologies, potentially hinting at future innovations within the Apple Podcasts platform.

The competitive landscape in podcasting is now firmly established, with major players vying for dominance in both audio and video formats. Apple’s entry into the video podcasting arena is expected to intensify this competition, ultimately benefiting both creators and consumers as platforms strive to deliver more engaging and innovative content experiences.