Previously, Apple Podcasts supported video through separate RSS feeds from audio content. The update introduces Apple’s HLS protocol, designed to offer adaptive playback and advanced features, including dynamic video ad insertion. Networks including Acast, ART19, Omny Studio, and SiriusXM will be among the first partners to support the evolution. Apple clarified that creators will not be charged for using the new format, while ad networks will be subject to pricing per impression.
The initiative arrives amid increasing competition. YouTube claims over one billion monthly users for its podcast content, while Spotify is making substantial investments in video, having distributed more than $100 million to creators in the first quarter of 2025 alone. Netflix has also entered the market with original productions and a deal with Spotify. While specific revenue figures for Apple Podcasts have not been disclosed, Apple’s Services division generated $30 billion in the last quarter. The company recently acquired Q.ai, a startup specializing in audio AI, signaling a commitment to innovation in the digital content space.
