Apple has confirmed that Apple Podcasts will finally integrate video natively in its app, taking a step that had been on the table for some time as the podcasting sector moved away from pure audio. The update will arrive this spring and will be available in iPhone and iPad, Apple Vision Pro and also through the web browser.
With this new feature, the company aims to catch up with rivals like YouTube and Spotify, which have been exploiting the audiovisual format for some time. The idea is that listeners can Watch or listen to the same program without leaving the app, with a more flexible experience for both those who only want audio and those who prefer to follow the podcast in video format.
Integrated video playback and on-the-fly mode switching
The new Apple Podcasts experience will allow users to access a wide range of content from a single source. Switch between audio mode and video mode at any timewithout having to search for separate versions of the same episode. Until now, when a creator published audio and video, both versions usually appeared as separate content.
In addition to this change in focus, the application will offer a more complete video playback experience: it will be possible to Activate full-screen horizontal viewing, take advantage of picture-in-picture mode to Follow the program while it streams to other devicesand more smoothly control playback according to user preferences.
Apple has indicated that the video episodes will be available Download to view offlineThis is especially useful on long commutes, trips, or in situations with poor coverage. In this way, video podcasts are approaching the convenience already offered by audio-only episodes on the platform.
Playback will adjust to the available connection quality: the system will adapt automatically adjusts video resolution based on networkWhether using WiFi or mobile data, the goal is to maintain a stable experience and avoid excessive data consumption.
HLS technology as the basis of the new streaming
The move to video on Apple Podcasts relies on HTTP Live Streaming (HLS), the streaming standard developed by Apple itself and used in other company services. This technology allows adaptive playback that changes the video quality according to the available bandwidth.
Thanks to HLS, Apple gains greater control over how episodes are delivered and how ads are managedThis is key to scaling the video podcast business without compromising the user experience. The protocol also facilitates integration with hosting partners and specialized advertising networks.
Apple has supported video podcasts for years via RSS, but the integration was more rudimentary, with separate audio and video versions which complicated management for both creators and listeners. The new approach unifies everything under a single experience and opens the door to features that were previously impossible.
The company has explained that it will not charge creators or hosting platforms for distributing their shows on Apple Podcasts using HLS, although Yes, it will apply fees to advertising networks. based on the number of impressions generated by dynamic video ads.
More control and new revenue streams for creators
One of the key aspects of the announcement is the boost to monetization tools. With the new infrastructure, podcasters working with compatible hosting providers will be able to insert video ads dynamically in their episodes, including segments read by the presenters themselves (tools such as Apple Creator Studio).
This system will allow them to access the video advertising market without relinquishing its own control Regarding content and metrics, creators will continue to manage their shows and maintain relationships with their audiences, while Apple provides the technology layer for ad delivery.
The company maintains that the objective is putting creators at the center of the equationThis gives them more leeway to build businesses around their podcasts. Internal sources at the company have emphasized that they want to make it as easy as possible for the public to listen to or watch the shows, without complicating their everyday experience.
Initial partners participating in the launch include Acast, ART19 (owned by Amazon), Triton's Omni Studio, and SiriusXMKey players in digital audio hosting and advertising. More providers are expected to join in the coming months, expanding options for studios and independent creators.
Release schedule and supported platforms
Apple has detailed that the new video podcast system will arrive this spring in iPhone, iPad, Apple Vision Pro and the web version from Apple Podcasts. The feature is already being tested in beta versions of iOS, iPadOS, and visionOS, which suggests a gradual rollout to all users once the updates are officially released.
For audiences in Spain and the rest of Europe, the experience will be the same as in other markets: the native Apple Podcasts app will move to centralize both audio and video, with the advantage that there will be no need to resort to external services if you prefer to follow the program with video.
One aspect that remains unavailable, at least for now, is the Android environment. The company maintains its stance of not yet offering one. Apple's native Podcasts app for Google's operating systemThis limits the potential reach among users who do not use devices from the brand.
However, by incorporating video playback on the web, Apple opens a door for Anyone with a modern browser can access it to video podcasts, although without the tight integration achieved within iOS, iPadOS or visionOS.
Competition in the video podcast market
The move comes at a time when podcasts have been transforming into an increasingly visual format. According to data from Edison Research, around 37% of people over 12 years old He consumes video podcasts at least once a month, which gives an idea of ​​the growing importance of this medium.
Platforms like YouTube and Spotify have been consolidating this type of content for some time now (see the alliance between Netflix and Spotify to boost video podcasts), with programs that are recorded in a studio and distributed in both video and audio formatsThis is something the public has become accustomed to quite quickly. Apple, which was key in the initial popularization of the format through iTunes and later with the Apple Podcasts app, had fallen somewhat behind in this transition.
With the announced update, the company intends to position Apple Podcasts on par with its main competitors In the audiovisual field, it maintains its position as one of the leading catalogs globally. The addition of HLS, the unification of fonts, and the new advertising layer are all designed to reinforce that position.
The change comes at a time when Apple's services business, which includes subscriptions and digital content, has reached tens of billions of dollars in quarterly revenueThe company sees video podcasts as another way to continue growing this division without having to rely solely on hardware.
Ultimately, the addition of video to Apple Podcasts represents a significant shift for both users and creators: listeners gain a more flexible experience, with options to watch, listen to, and download episodes as they see fit, while content producers gain access to new monetization methods based on dynamic video ads and more controlled distribution through HLS; all this at a time when video podcasts are consolidating their position as a key element in Apple's content strategy against competitors like YouTube and Spotify.
