Prime Highlights

• Apple Inc. will roll out a fully integrated video-podcast experience on Apple Podcasts this spring, allowing users to seamlessly switch between watching and listening within the same show feed.
• The update introduces dynamic video ad insertion and picture-in-picture support, signaling Apple’s major push into the rapidly growing video-podcast market.

Key Facts

• According to Edison Research, 37% of people aged 12 and older now watch video podcasts monthly, reflecting a shift in consumer behavior.
• Apple’s Services division, which includes digital content and subscriptions, generated $30 billion in the latest quarter, though the company does not separately disclose revenue for Apple Podcasts.

Background

Apple on Monday announced that it will roll out a new integrated video-podcast experience on Apple Podcasts this spring, marking a major step into the fast-growing video-podcast market.

The update will allow users to switch smoothly between watching and listening within the same show feed. Listeners can also use picture-in-picture mode and download video episodes for offline viewing. Apple said the feature aims to give creators more flexibility while making access easier for audiences.

The move reflects the changing habits of podcast consumers. According to Edison Research, 37% of people aged 12 and older now watch video podcasts each month. Competitors such as Spotify and YouTube have already invested heavily in video formats. Netflix has also entered the space with new programming deals.

Although Apple supported video podcasts through RSS feeds since 2005, users had to access audio and video separately. The new system integrates both formats. Apple will use HLS (HTTP Live Streaming), its own streaming protocol, to enable adaptive playback and better in-app controls.

The update also introduces dynamic video ad insertion. Creators who work with participating hosting providers and ad networks can place video ads, including host-read spots, into episodes. Apple said it will not charge creators or hosting partners for distribution but will collect an impression-based fee from ad networks that deliver ads through HLS.

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

Apple does not disclose revenue for Apple Podcasts separately. However, its Services division, which includes digital content and subscriptions, generated $30 billion in the latest quarter.

In January, Apple also acquired Israeli AI startup Q.ai, which focuses on audio-based artificial intelligence tools, signaling further interest in expanding its audio and media ecosystem.