Apple is making a significant push into video podcasting, announcing Monday that it will integrate a dedicated video experience directly into the Apple Podcasts app this spring. The move positions Apple to more directly compete with platforms like YouTube, Spotify, and Netflix, all of which have been investing heavily in video-based podcast content. This expansion comes as video podcasting gains traction with audiences, with roughly 37% of people age 13 and older watching video podcasts monthly, according to Edison Research.
For years, Apple Podcasts has supported video content through RSS feeds, but these were separate from the audio versions of the same shows. The new update will allow users to seamlessly switch between audio and video within a single podcast feed, offering a more unified listening and viewing experience. Features will include picture-in-picture mode and the ability to download video episodes for offline playback. This integrated approach aims to streamline the podcast experience for users and provide creators with more control over how their content is delivered.
A New Streaming Protocol and Advertising Opportunities
Central to Apple’s video podcasting update is the adoption of HLS, or HTTP Live Streaming, a streaming protocol developed by Apple. HLS enables adaptive video playback, adjusting the video quality based on the user’s internet connection, and provides greater control within the Apple Podcasts app. Importantly, the new format also introduces dynamic video ad insertion, opening up new monetization opportunities for podcast creators.
Creators who function with participating hosting providers and ad networks will be able to insert video ads, including host-read advertisements, directly into their episodes. Apple clarified that it will not charge creators or hosting providers for distributing content. But, the company will charge ad networks an impression-based fee for delivering these dynamic video ads through HLS. Launch partners supporting HLS video include Acast, Amazon-owned ART19, Triton’s Omny Studio, and SiriusXM.
Competition Heats Up in the Podcast Video Space
Apple’s move comes as other major players continue to invest in video podcasting. YouTube reported last year that it has surpassed 1 billion monthly active viewers of podcast content on its platform. Spotify has also expanded its video podcast offerings and revealed it paid over $100 million to podcasters in the first quarter of last year. Even Netflix has entered the fray, striking a deal with Spotify to bring video podcasts to its streaming service and investing in original video podcast programming, such as “The Pete Davidson Present,” which debuted in January.
Apple’s Broader Strategy and Recent Acquisitions
While Apple doesn’t disclose specific revenue figures for Apple Podcasts, its Services segment – encompassing digital content and subscriptions – generated $30 billion in revenue in its most recent quarter. This move to bolster its podcasting offerings aligns with Apple’s broader strategy of expanding its services revenue stream. The company is also exploring the potential of artificial intelligence in audio, recently acquiring Israeli AI startup Q.ai in January for an undisclosed amount. While details of the acquisition remain limited, Q.ai’s website indicated a focus on audio-focused AI tools.
Eddy Cue, Apple’s senior vice president of Services, emphasized the company’s long-standing commitment to podcasting, 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. 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.”
Looking Ahead
The integration of video into Apple Podcasts is expected to roll out this spring. The company has not yet announced a specific launch date, but creators and users can anticipate further updates in the coming months. The success of this initiative will likely depend on the adoption rate among creators and the willingness of audiences to embrace video as a core component of the podcasting experience. Apple’s next earnings call will provide further insight into the performance of its Services segment and the impact of this new video offering.
What are your thoughts on Apple’s move into video podcasting? Share your comments below and let us know how you consume your favorite podcasts.
