Apple is expanding its efforts in the rapidly growing video podcasting space with a major update to Apple Podcasts, positioning itself more directly against rivals including YouTube, Spotify and, increasingly, Netflix.

The company announced on Monday that a new integrated video podcast experience will launch this spring, allowing users to switch effortlessly between watching and listening within the same feed. 

The move comes amid rising audience demand for video content in podcasting, with Edison Research reporting that 37 percent of people aged 12 and older now watch video podcasts monthly.

Apple introduces deeply integrated video features

The update will unify audio and video episodes within the Apple Podcasts app, adding features such as picture-in-picture playback and offline viewing. Although Apple Podcasts has supported video via RSS since 2005, those video feeds historically remained separate from audio versions.

This change introduces support for HLS (HTTP Live Streaming), a protocol developed by Apple that enables adaptive video playback and greater control over in-app distribution.

“Twenty years ago, Apple helped take podcasting mainstream by adding podcasts to iTunes, and more than a decade ago, we introduced the dedicated Apple Podcasts app,” said Eddy Cue, Apple’s senior vice president of Services. “By bringing a category-leading video experience to Apple Podcasts, we’re putting creators in full control of their content and how they build their businesses, while making it easier than ever for audiences to listen to or watch podcasts.”

Users will be able to toggle between audio and video seamlessly, shift into full-screen mode, and rely on automatic quality adjustments depending on network strength.

New monetisation tools and dynamic video ads

For creators, the update delivers a major new revenue opportunity: dynamic video ad insertion. Those distributing through participating hosting providers and ad networks will be able to add video advertising, including host-read placements, directly into their episodes.

Apple says creators and hosting platforms will not be charged for distribution, though ad networks will pay an impression-based fee to deliver dynamic video ads via HLS.

Launch partners supporting HLS video include:

  • Acast
  • ART19, owned by Amazon
  • Triton’s Omny Studio
  • SiriusXM

Industry leaders praised the shift, calling it a major step for both creators and advertisers.

Rivals deepen their video podcast investments

The announcement comes amid industry-wide acceleration into video podcasting.

YouTube reported last year that more than 1 billion monthly active users watch podcast content on its platform. Spotify continues to grow its video catalogue after paying more than $100 million to podcasters in the first quarter of last year.

Netflix, meanwhile, entered the space through a partnership with Spotify and has begun investing in original video podcast programming, including “The Pete Davidson Show”, which debuted in January.

Apple strengthens its services ecosystem

While Apple does not disclose standalone revenue for Apple Podcasts, its Services division — which includes subscriptions and digital media — generated $30 billion in the most recent quarter.

In January, the company acquired Israeli AI startup Q.ai, which had been developing audio-focused artificial intelligence tools, although Apple has not commented on how the technology may integrate into future podcasting features.

Rollout across devices this spring

The updated video podcast experience is now available for testing in beta versions of iOS 26.4, iPadOS 26.4 and visionOS 26.4. The full rollout is planned for iPhone, iPad and the Apple Vision Pro this spring, alongside support on Apple Podcasts for the web.

Apple says the enhancements will build on the existing experience available in more than 170 countries, offering advanced tools such as transcripts in 13 languages, automatic chapters, personalised recommendations and support for premium subscriptions.