Apple is launching a major video podcast update this spring, letting users switch between audio and video in a single feed with picture-in-picture, offline downloads, and HLS adaptive streaming. The move directly targets YouTube and Spotify’s podcast dominance.
Apple is bringing video podcasts into its dedicated Podcasts app with a unified experience that eliminates the friction between audio and video feeds. The spring update introduces picture-in-picture mode, offline video downloads, and adaptive streaming via HTTP Live Streaming (HLS) — positioning Apple as a serious competitor to YouTube, Spotify, and Netflix in the rapidly growing video podcast market.
The Business Model
A key differentiator: Apple won’t take a direct cut from creators or hosting providers. Instead, the company is introducing dynamic video ad insertion through HLS, supporting pre-roll, mid-roll, and post-roll ads — including host-read endorsements. Apple will charge participating ad networks an impression-based fee rather than taxing creators directly.
Initial launch partners supporting HLS video include Acast, Amazon-owned ART19, Triton’s Omny Studio, and SiriusXM.
“Twenty years ago, Apple helped take podcasting mainstream by adding podcasts to iTunes,” said Eddy Cue, Apple’s SVP 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.”
The Market Opportunity
| Monthly video podcast viewers (age 12+) | 37% |
| YouTube monthly podcast viewers | 1 billion+ |
| Spotify podcaster payouts (Q1 last year) | $100M+ |
| Apple Services revenue (latest quarter) | $30 billion |
The video podcast space has exploded. Edison Research reports 37% of Americans over 12 now watch video podcasts monthly. YouTube claims more than 1 billion monthly podcast viewers, while Spotify paid creators over $100 million in Q1 alone. Netflix entered the arena with original programming like “The Pete Davidson Show” in January.
What’s Next
Apple has technically supported video podcasts via RSS feeds since 2005, but kept audio and video feeds separate — creating friction that pushed creators toward YouTube and Spotify. The unified approach removes that barrier. Combined with Apple’s recent acquisition of Israeli AI startup Q.ai (focused on audio AI tools), the company appears to be building a more comprehensive creator platform within its Services ecosystem.
The update arrives this spring alongside iOS 26.4.
⚡ Why it matters: Apple’s entry with a creator-friendly monetization model (no revenue cut, impression-based ad fees) could shift the competitive dynamics in video podcasting away from YouTube’s ad-split model and Spotify’s licensing approach.
📊 By the numbers:
- 37% of Americans 12+ watch video podcasts monthly
- 1B+ monthly YouTube podcast viewers
- $100M+ Spotify paid podcasters in Q1
- $30B Apple Services quarterly revenue
- 20 years since Apple first added podcasts to iTunes
🔗 Source: 9to5Mac
