Apple is making a significant move to bolster its podcasting platform, Apple Podcasts, with the introduction of native video podcast support this spring. The update aims to directly compete with rivals like Spotify, YouTube, and even Netflix, all of whom have been aggressively expanding their offerings in the video podcasting space.
Currently, Apple Podcasts handles video content through separate RSS feeds from audio. The upcoming change will integrate video directly into the existing podcast feed, allowing users to seamlessly switch between audio and video versions of the same show within the Apple Podcasts app. This functionality will include picture-in-picture mode and the ability to download video episodes for offline viewing – features already common on competing platforms.
The technical foundation for this integration relies on Apple’s HTTP Live Streaming (HLS) protocol. HLS offers adaptive bitrate streaming, ensuring a smooth viewing experience even with fluctuating network conditions, and supports advanced features like dynamic ad insertion for video podcasts. Apple will not charge creators for utilizing the new format, but advertising revenue will be subject to standard impression-based pricing.
This move comes at a time when video podcasting is experiencing substantial growth. According to Edison Research, approximately 37% of individuals aged 12 and older watch video podcasts on a monthly basis. The increasing popularity of video has prompted major players to invest heavily in the format. YouTube, for example, boasts over a billion monthly users consuming podcast content, while Spotify has committed over $100 million to video podcast creators in the first quarter of 2025 alone. Netflix has also entered the fray with original podcast productions and a partnership with Spotify.
While Apple has not publicly disclosed specific revenue figures for Apple Podcasts, the company’s overall Services division generated $30 billion in revenue during the last reported quarter. This suggests a substantial, and growing, user base for the podcasting platform. Apple’s recent acquisition of Q.ai, an AI audio startup, further signals the company’s commitment to innovation within the digital content landscape.
The competitive landscape has shifted dramatically in recent years. Apple, which initially pioneered podcasting with the introduction of podcasts to iTunes and later the dedicated Apple Podcasts app, now faces significant competition. Spotify, in particular, has been actively expanding its podcast offerings, including video podcasts, and has made its Apple TV app more robust with features like lyrics and queue management, becoming available in late 2025. The tvOS version of Spotify’s app was redesigned to provide a faster and more visual experience.
Despite increased competition, Apple Podcasts experienced its “best year yet” in 2025, achieving record numbers of listeners, plays, and subscribers. This success, according to Apple, is occurring even as the overall podcast market expands, with competitors drawing audiences to their platforms. The company acknowledges that its market share may be decreasing, but the overall growth of the podcasting industry is benefiting all players.
The integration of video podcasts into Apple Podcasts is not simply a feature addition; it’s a strategic response to a changing market. By offering a seamless video experience within its existing ecosystem, Apple aims to retain its user base and attract new listeners. The move also empowers creators with greater control over their content and monetization options. The ability to dynamically insert video advertisements, coupled with the absence of format-related fees, could prove attractive to podcast producers.
However, challenges remain. Apple has been relatively slow to fully embrace video podcasts compared to its competitors. While the upcoming update addresses this shortcoming, the platform will need to continue innovating to stay ahead. The success of Apple’s video podcasting push will depend on its ability to attract high-quality video content and provide a user experience that rivals, or surpasses, that of its competitors. The company’s existing infrastructure and large user base provide a strong foundation, but execution will be key.
The introduction of HLS support also opens up possibilities for more sophisticated video podcasting features in the future, such as interactive elements and personalized recommendations. Apple’s expertise in video encoding and streaming, honed through years of experience with services like Apple TV+, could give it an edge in delivering a high-quality viewing experience. The integration of AI-powered features, potentially leveraging technology from the Q.ai acquisition, could further enhance the platform’s capabilities.
For listeners, the update promises a more immersive and engaging podcasting experience. The ability to seamlessly switch between audio and video, coupled with offline viewing options, offers greater flexibility and convenience. The increased competition among platforms is ultimately beneficial for consumers, driving innovation and providing a wider range of content choices.
