Apple Podcasts Unveils New Video Experience, Embracing Industry Trend

Apple has announced plans to integrate a new video podcast experience into Apple Podcasts, set for release this spring. This significant development aims to position Apple Podcasts more competitively with industry rivals that have increasingly focused on video podcasting.

The Shifting Podcast Landscape

The move comes as video podcast consumption continues to grow. According to Edison Research, approximately 37% of individuals over 12 years old watch video podcasts monthly, highlighting a clear trend toward video viewership within the podcasting sphere. Leading competitors such as Spotify, YouTube, and Netflix have already expanded their offerings in this evolving market.

"Approximately 37% of individuals over 12 years old watch video podcasts monthly, indicating a trend toward video viewership in podcasting."

Apple's Vision for Creators and Audiences

Eddy Cue, Apple's senior vice president of Services, emphasized the strategic intent behind the update. He stated that this update is designed to give creators full control over their content and business models, while simultaneously making podcasts more accessible for audiences to both listen to and watch.

Within the Apple Podcasts app, users will enjoy enhanced flexibility. They will be able to seamlessly switch between watching and listening to shows directly from the same feed. Additional user-friendly features include a picture-in-picture mode and the ability to download video episodes for convenient offline viewing.

Under the Hood: HLS and Enhanced Capabilities

While Apple Podcasts has supported video via RSS feeds since 2005, the new update introduces robust support for HLS (HTTP Live Streaming). HLS, an Apple-developed streaming protocol, significantly enhances the user experience by enabling adaptive video playback. This ensures optimal quality based on network conditions and offers more sophisticated in-app controls.

Crucially, the HLS format also supports dynamic video ad insertion.

Monetization and Partner Ecosystem

For creators, the new system offers flexible monetization avenues. Creators who distribute content through participating hosting providers and ad networks will be able to insert video ads, including highly sought-after host-read spots, directly into their episodes.

Apple confirmed that it will not charge creators or hosting providers for content distribution. However, it will levy an impression-based fee on participating ad networks for delivering dynamic video ads via HLS. Initial launch partners supporting HLS video include prominent industry players such as Acast, Amazon-owned ART19, Triton's Omny Studio, and SiriusXM.

Competitors Double Down on Video

The industry's embrace of video podcasts remains strong. YouTube, for example, reported over 1 billion monthly active viewers of podcast content on its platform last year. Spotify has significantly expanded its video podcast offerings, reporting substantial financial commitment with over $100 million paid to podcasters in the first quarter of the previous year. Even Netflix has entered the video podcast space, having partnered with Spotify and actively investing in original video podcast programming.