Apple Podcasts to introduce enhanced video experience this spring

Apple is launching a new video podcast experience in its Apple Podcasts app this spring, directly challenging YouTube and Spotify in the rapidly growing video podcasting market. The company announced that users will be able to seamlessly switch between watching and listening to shows, with the app utilizing Apple’s HTTP Live Streaming technology to deliver video content.

The update will allow users to rotate their devices for a horizontal viewing experience and download video podcasts for offline viewing. Beta versions of the feature became available this week for testing on iOS 26.4, iPadOS 26.4, and visionOS 26.4, according to the company.

Video Podcasting Market Shows Strong Growth

The introduction of enhanced video podcast capabilities comes as the format continues to gain significant traction among audiences. According to Edison Research, 51% of the U.S. population has consumed a video podcast, with 37% engaging with video podcasts on a monthly basis.

This substantial audience shift has prompted major platforms to invest heavily in the medium. YouTube announced last year that it surpassed 1 billion monthly active viewers of podcast content, demonstrating the massive scale of video podcast consumption on the platform.

Apple Faces Fierce Competition in Podcast Streaming

The video podcast space has become increasingly competitive, with established players already commanding significant market share. Spotify reported last November that it hosts half a million video podcasts, which have been viewed by nearly 400 million users on its platform.

Meanwhile, Netflix has also entered the video podcast arena through strategic partnerships with iHeartMedia and Spotify. These collaborations bring video podcasts to the streaming giant’s platform, further intensifying competition for podcast audiences.

However, Apple is leveraging its long history in the podcasting industry to differentiate its offering. The company first added podcasts to iTunes two decades ago and introduced the dedicated Apple Podcasts app more than ten years ago.

Creator Control and Platform Integration

Eddy Cue, Apple’s senior vice president of Services, emphasized the company’s focus on creator empowerment in a press release. He stated that the new video podcast feature represents a defining milestone that puts creators in full control of their content and business models while simplifying the experience for audiences.

Additionally, the seamless integration between audio and video formats within the Apple Podcasts app aims to retain users within Apple’s ecosystem. By offering a comprehensive podcast streaming experience, the company hopes to prevent listeners from migrating to rival platforms for video content.

The HTTP Live Streaming technology underlying the new feature is designed to provide smooth playback and efficient video delivery. This technical foundation should enable high-quality streaming across different network conditions and devices.

Strategic Implications for Apple’s Services Business

The move represents a significant investment in Apple’s Services division, which has become increasingly important to the company’s overall revenue mix. In contrast to hardware sales, services provide recurring revenue streams that can help stabilize the company’s financial performance.

Video podcasts also present new monetization opportunities through advertising and potential premium subscription features. The format’s growing popularity makes it a strategic priority for platforms competing for creator partnerships and audience attention.

The full rollout of Apple’s enhanced video podcast experience is expected in the spring, though the company has not specified an exact launch date. Users interested in testing the features early can access beta versions through Apple’s developer or public beta programs, though the company has not confirmed when all features will be finalized for general release.