Apple Launches Video Podcasts To Challenge YouTube’s Dominance
Announced by Eddy Cue, Apple’s Senior Vice President of Services, the service reaches a "defining milestone" especially since it has largely remained audio-centric for two decades. At the core of this change is the implementation of HTTP Live Streaming (HLS), which also powers Apple TV+ and Music. HLS allows for adaptive bitrates that ensure smooth playback whether a user is on a good Wi-Fi connection or a spotty cellular network. Unlike previous iterations that often felt like video files bolted onto audio feeds, the new system allows for seamless switching, where a listener can start a show in their car and instantly pick up the video version on their iPad or Vision Pro upon arriving home.
It's no wonder Cupertino is in on the action: recent data indicates that video podcasts now account for over 40% of all podcast consumption, with YouTube claiming more than one billion monthly podcast viewers (a number of which tune into our own show). By providing video support, Apple is attempting to recapture creators who have migrated toward YouTube’s robust monetization and discovery tools. Apple’s new framework intends on being creator-friendly, offering podcasters complete control by allowing them to maintain their existing hosting providers and ad networks while gaining access to the broader video advertising market.
For the first time, Apple Podcasts will support dynamic video ad insertion, including host-read spots. While Apple will not charge creators or hosting providers to distribute these HLS videos, the company plans to charge ad networks a standard impression-based fee for delivering dynamic ads. This could likely create a new revenue stream for Apple’s Services division, which has become a critical growth engine as hardware sales plateau.
The Podcasts overhaul also includes features like Enhance Dialogue mode, transcripts in 13 languages, and support for both vertical and horizontal video formats. To ensure a strong start, Apple has partnered with major hosting platforms including Acast, ART19, Triton Digital, and SiriusXM to facilitate the delivery of HLS video at launch. More providers are expected to join later in the year.
Currently available in developer betas for iOS, iPadOS, and visionOS 26.4, the full public rollout is slated for this spring.
