Apple Podcasts Is Going Big on Video
Apple has officially announced that Apple Podcasts will now support native video episodes, marking one of the most significant updates in the platform’s history. Long known primarily as an audio-first app, Apple is now embracing the growing demand for video podcasts by allowing creators to publish video and audio within the same RSS feed. This eliminates the need for separate feeds or awkward workarounds that previously made video distribution on the platform clunky and fragmented. The move signals a clear shift: video is no longer a side feature, it’s central to the podcast experience.
The new video functionality is powered by Apple’s HTTP Live Streaming (HLS) technology, enabling adaptive streaming that adjusts quality based on a listener’s connection. Users will be able to switch seamlessly between watching and listening inside the app, download video episodes for offline access, and use picture-in-picture mode for multitasking. Importantly, video episodes will live alongside audio episodes in search results, editorial features, and recommendations, ensuring they remain discoverable within the existing podcast ecosystem rather than siloed as a separate product.
For creators, this update opens meaningful new opportunities. Video episodes can support dynamic advertising, including host-read ads, giving publishers access to higher-value video ad inventory while maintaining control over hosting and analytics. Unlike platforms that centralize hosting, Apple’s approach relies on partners to deliver video files via HLS, allowing creators to retain more ownership of their distribution and monetization strategies. According to reporting from Podnews, this structure keeps Apple aligned with the open RSS-based podcast ecosystem rather than shifting toward a fully closed model.
This announcement positions Apple more directly against platforms like YouTube and Spotify, both of which have invested heavily in video podcasting. As audience behavior continues to blur the lines between listening and watching, Apple’s integrated approach could attract creators who want the reach of video without abandoning traditional podcast distribution. Ultimately, this update reflects a broader industry evolution: podcasting is no longer defined purely by audio, and Apple is making it clear that the future of the medium includes a screen.