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<\/p>\nApple Podcasts is finally giving video a full embrace.<\/p>\n
The tech giant, which pioneered the podcast audio format and helped popularize it, has faced stepped-up competition from video podcast viewing on YouTube and Spotify.<\/p>\n
More from Variety<\/p>\n
On Monday, Apple said it will bring \u201cadvanced video capabilities\u201d to Apple Podcasts this spring. Those will be available on iPhone, iPad and Apple Vision Pro, as well as via Apple Podcasts on the web.<\/p>\n
In the Apple Podcasts app, for shows with video, users will be able to switch between watching and listening to shows. You\u2019ll be able to watch video from within the app and move to horizontal full display, as well as download videos to watch offline. Video episodes will be integrated with existing Apple Podcasts features, including personalized recommendations and editorial curation on the \u201cNew\u201d tab and in Category pages.<\/p>\n
Apple has supported video formats for podcasts since 2005. However, until now, the Apple Podcasts app has distributed video podcasts using RSS. If you wanted to have both audio-only and video versions of a podcast, that has required two separate show entries in Apple Podcasts.<\/p>\n
The enhanced video podcast experience in Apple Podcasts uses the Apple-developed HTTP Live Streaming (HLS) protocol. That provides adaptive streaming features, to automatically adjust bandwidth usage depending on network connectivity. And, for the first time, the addition of HLS support will let creators dynamically insert video ads \u2014 including host-read spots \u2014 into their podcasts.<\/p>\n
As of Monday (Feb. 16), HLS video in Apple Podcasts is available for testing in developer beta versions of iOS 26.4, iPadOS 26.4 and visionOS 26.4.<\/p>\n
Eddy Cue, Apple SVP of Services, said in a statement, \u201cTwenty 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. Today marks a defining milestone in that journey. By bringing a category-leading video experience to Apple Podcasts, we\u2019re 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.\u201d<\/p>\n
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Creators will be distribute video podcasts on Apple Podcasts through participating hosting providers and ad networks. The four companies initially supporting HLS video in Apple Podcasts are: Acast; Amazon\u2019s ART19; Triton Digital\u2019s Omny Studio (part of iHeartMedia); and SiriusXM\u2019s SiriusXM Media, AdsWizz and Simplecast, are supporting HLS video at launch, with additional providers to join in the future.<\/p>\n
Apple does not charge hosting providers or creators to distribute podcasts on Apple Podcasts, whether via traditional RSS\/MP3 or HLS video. The company said it will charge participating ad networks an impression-based fee for the delivery of dynamic ads in HLS video on Apple Podcasts starting later in 2026.<\/p>\n
\u201cPodcasting has evolved leaps and bounds over the past decade, and this innovation from Apple helps to keep the integrity of what makes the medium so special, while enhancing video and audio with new capabilities as the two formats continue to converge,\u201d Scott Walker, SiriusXM\u2019s chief advertising revenue officer, said in a statement.<\/p>\n
\u201cVideo is the next chapter for podcasting,\u201d ART19 CEO Geoff Mattei added. \u201cSimplifying audio distribution and empowering creators with flexible monetization solutions are what ART19 was built on, and now video deserves that same experience.\u201d<\/p>\n
Acast CEO Greg Glenday commented that its integration with Apple Podcasts\u2019 new video features \u201creinforces our position as a vital growth engine for modern podcast businesses. We\u2019re ensuring that no creator or advertiser leaves revenue or reach on the table.\u201d And Sharon Taylor, Triton Digital\u2019s chief revenue officer, commented on Apple\u2019s expanded move into video: \u201cAn open approach that enables publishers to retain control over their audiences, advertising, and measurement \u2014 while expanding access to content across formats \u2014 supports long-term growth and greater choice for listeners.\u201d<\/p>\n
Apple Podcasts provides access to millions of shows across hundreds of categories in 170-plus countries and territories. The app supports premium subscriptions, allowing creators and publishers to provide subscribers with benefits like exclusive content and ad-free listening.<\/p>\n
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