New revenue tools for podcasters
In addition to user-facing improvements, the HLS implementation enables dynamic insertion of video advertising. Participating creators and hosting companies will be able to place pre-roll, mid-roll or host-read spots that can vary based on factors such as geography or audience segment. Apple will not charge podcasters or hosting providers to distribute HLS video, but it does plan to levy an impression-based fee on ad networks that deliver the dynamically inserted inventory.
At launch, four major hosting services—Acast, Amazon-owned ART19, Triton’s Omny Studio and SiriusXM’s podcast unit—will support the new format. Apple indicated that additional partners may join later in the year.
Shifting audience habits favor video
The expansion comes amid growing evidence that podcast audiences increasingly prefer visual formats. Research firm Edison Research estimates that 37 percent of U.S. residents aged 12 or older watch at least one video podcast per month. YouTube, which began labeling podcasts as a content category in 2022, reported last year that more than 1 billion unique users access podcast material on its platform every month. Spotify has also been investing heavily, stating that it paid podcasters over $100 million during the first quarter of 2023, much of it tied to video shows.
Netflix joined the field last year through an agreement with Spotify to carry select video podcasts. The streaming company has since financed original series such as “The Pete Davidson Show,” released in January, signaling continued interest in the format.
Corporate context and financial backdrop
Apple does not disclose revenue specific to its podcast division, but the business is housed within the Services segment, which recorded $30 billion in sales during the most recent fiscal quarter. That unit also includes the App Store, Apple Music, iCloud and subscription products such as Apple TV+ and Apple Arcade.
The company’s broader strategy for audio content has included selective acquisitions. In January, Apple purchased Israeli startup Q.ai for an undisclosed sum. Publicly available information on the firm’s website indicated that its research centered on artificial-intelligence tools for audio applications, though Apple has not elaborated on how it will integrate the technology.
Implementation timeline
Apple said the integrated video functionality will be delivered as part of a broader spring update to iOS, iPadOS, macOS and tvOS. Developers and creators will gain access to beta documentation beforehand, enabling them to test HLS feeds, configure dynamic ad slots and fine-tune user experience elements. Listener-facing software updates will arrive later in the season, pending standard quality-assurance review cycles.
Industry analysts note that the technical underpinnings of Apple’s approach could appeal to professional studios and independent creators alike. By embedding video and audio in a single feed, publishers avoid maintaining parallel workflows. Meanwhile, viewers gain a more flexible experience, no longer needing to search separate listings for different media types.
Competitive outlook
With YouTube’s massive reach and Spotify’s aggressive licensing deals, Apple faces established rivals in the video podcast arena. However, the company can leverage its installed hardware base—more than 2 billion active devices worldwide—to promote the new feature. Seamless integration with iPhone, iPad, Mac and Apple TV hardware may help the platform attract shows that already cultivate both audio listeners and video subscribers on competing services.
Apple’s initiative underscores a broader industry trend: as podcasting matures, the line between audio and video content continues to blur. The forthcoming update signals the company’s intention to remain a central distribution point for creators who want to monetize through a mix of subscription revenue, advertising and cross-platform exposure.
Crédito da imagem: NurPhoto via Getty Images
