Apple Takes on YouTube and Spotify With New Video Podcast Push

Cupertino - Apple announced Monday that it will introduce an integrated video podcast experience within Apple Podcasts this spring, positioning the company more directly against platforms such as YouTube and Spotify as video reshapes the podcasting industry.

The update will allow users to seamlessly switch between watching and listening to episodes within the same feed. Features will include picture-in-picture viewing and the ability to download video episodes for offline access.

The move reflects the growing popularity of video podcasts. According to Edison Research, roughly 37 percent of people aged 12 and older now watch video podcasts each month, signaling a shift from audio-only consumption toward multimedia formats.

Closing the Gap With Rivals

Streaming competitors have aggressively expanded into video podcasting. YouTube has reported more than one billion monthly active viewers of podcast content, while Spotify has invested heavily in video formats and creator partnerships. Netflix has also entered the space through licensing agreements and original programming.

Apple’s update aims to bring its podcast platform in line with these developments while maintaining its traditional distribution model.

Eddy Cue, Apple’s senior vice president of Services, said the company is focused on giving creators greater flexibility while improving user experience.

“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,” Cue said in a statement.

New Streaming Technology and Ad Tools

Although Apple Podcasts has supported video through RSS feeds since 2005, those versions were previously separated from audio feeds. The new system integrates both formats under a single listing and introduces support for HLS (HTTP Live Streaming), Apple’s proprietary streaming protocol.

HLS enables adaptive video playback and enhanced in-app controls. It also supports dynamic video ad insertion, allowing participating ad networks to insert host-read and programmatic ads directly into video episodes.

Apple said it will not charge creators or hosting platforms for distribution. However, it plans to charge participating ad networks an impression-based fee for video ads delivered via HLS.

Initial hosting partners supporting the new format include Acast, ART19, Omny Studio and SiriusXM.

Services Growth and Broader Strategy

Apple does not disclose revenue specifically from Apple Podcasts, but its broader Services segment, which includes subscriptions and digital content, generated $30 billion in revenue in its latest quarterly report.

The announcement follows Apple’s recent acquisition of Israeli artificial intelligence startup Q.ai, which had been developing audio-focused AI tools. While Apple has not provided details about the deal, the purchase suggests continued investment in media and content technologies.

As video becomes central to podcast discovery and monetization, Apple’s move signals a strategic effort to retain creators and audiences within its ecosystem while competing more directly with dominant streaming platforms.

The coming months will determine whether the integrated video experience can help Apple regain momentum in a rapidly evolving podcast market increasingly defined by visual engagement.