Apple announced it will introduce a new integrated video podcast experience to Apple Podcasts this spring, expanding its platform’s capabilities (16/02).

The update brings Apple Podcasts more in line with competitors such as Spotify, YouTube, and Netflix, which have increasingly focused on video podcasting.

According to Edison Research, about 37% of people over age 12 watch video podcasts each month.

Seamless Viewing and Listening in One Feed

Within the Apple Podcasts app, users can seamlessly switch between watching and listening to shows in the same feed.

The update also allows picture-in-picture viewing and downloading video episodes for offline access.

Although Apple Podcasts has supported video via RSS since 2005, video feeds were previously separate from audio versions. The new update integrates both formats into a single feed.

Eddy Cue, Apple’s senior vice president of Services, said in a statement:

“Twenty 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. 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.”

HLS Streaming and Dynamic Video Ad Support

The update introduces support for HLS (HTTP Live Streaming), a streaming protocol developed by Apple that enables adaptive video playback and greater controls within the app.

The HLS format also supports dynamic video ad insertion. Creators distributing through participating hosting providers and ad networks can insert video ads, including host-read spots, into episodes.

Apple said it will not charge creators or hosting providers to distribute content. However, it will charge participating ad networks an impression-based fee for delivering dynamic video ads through HLS.

Launch podcast hosting partners supporting HLS video include Acast, ART19, Omny Studio, and SiriusXM.

Industry Investments and Apple Services Performance

YouTube said last year it surpassed 1 billion monthly active viewers of podcast content.

Spotify expanded its video podcast offerings and reported paying more than $100 million to podcasters in the first quarter of last year.

Netflix entered the video podcast market through a deal with Spotify and began investing in original programming, including “The Pete Davidson Show,” which launched in January.

Apple does not break out revenue specifically for Apple Podcasts. Its Services segment, which includes digital content and subscription businesses, generated $30 billion in revenue in its most recent quarter.

In January, Apple acquired Israeli artificial intelligence startup Q.ai for an undisclosed amount. The company has not released details of the acquisition, though Q.ai’s website indicated it was working on audio-focused AI tools.

PHOTO: TECHCRUNCH

This article was created with AI assistance.

We make every effort to ensure the accuracy of our content, some information may be incorrect or outdated. Please let us know of any corrections at [email protected].