Apple dropped a new “Podcast” on YouTube and Spotify, completely rethinking it

Apple launches updated video podcast platform

Apple announced a new version of its Podcasts app in which audio and video versions of podcasts will be combined into one interface. New features include:

What changedHow it looksSwitching between audio and video versionThe user can quickly change the listening/ watching formatPicture‑in‑picture modeVideo can be overlaid on other appsDownloading videos for offline viewingAbility to watch episodes without an internet connection

Technical foundation
The key change is a shift to HLS (HTTP Live Streaming), developed by Apple itself.

- Although in 2005 the app already supported video via RSS feeds, audio and video were separate streams with limited joint playback capabilities.
- HLS provides adaptive streaming and opens the door for dynamic video advertising insertion.

Monetization models
Apple’s senior vice president of services Eddie Cue emphasized that the company wants to give creators full control over content and its monetization methods.

- Podcast hosts and hosting providers will not be charged a placement fee.
- Apple’s revenue will come from ad networks participating in the program and using HLS to display dynamic video ads.

Program launch partners:

- Acast (owned by Amazon)
- ART19 platform
- Triton’s Omny Studio
- SiriusXM

Why now
The rise of video podcasts is confirmed by Edison Research data: about 37 % of audiences over 12 watch video podcasts each month.

Competitors are also actively developing this segment:

Company Data YouTube More than 1 billion podcast viewers per month Spotify Paid authors more than $100 million in Q1 last year Netflix Agreement with Spotify to release video podcasts and launch its own exclusive shows

Financial context
Apple does not disclose revenue from its podcast streaming service, but according to CNBC the services segment brought the company $30 million in the most recent quarter.

In January Apple also acquired Israeli startup Q.ai, which develops AI tools for audio technologies.