The Rise of Video Podcasts: Apple Joins a Crowded, Rapidly Evolving Landscape
Apple’s announcement of a new integrated video podcast experience for Apple Podcasts this spring signals a major shift in the industry. Although Apple has supported video podcasts since 2005, the move to seamlessly integrate video with audio, alongside features like picture-in-picture and offline downloads, positions the tech giant to compete directly with YouTube, Spotify, and even Netflix in the burgeoning video podcasting space.
Video Podcast Consumption is Soaring
The timing of Apple’s push is no coincidence. According to Edison Research, 37% of people age 12 and over watch video podcasts monthly. This growing appetite for visual podcast content is reshaping how audiences consume audio, and platforms are taking notice. The Podcast Consumer 2025 report from Edison Research also shows overall podcast consumption is at an all-time high, with 73% of Americans 12+ having ever listened to a podcast, 55% consuming podcasts monthly, and 40% weekly.
YouTube Leads the Pack, But Competition is Fierce
Currently, YouTube is the dominant platform for podcast consumption, attracting 31% of weekly podcast listeners in the U.S., surpassing Spotify’s 27%. This is driven, in part, by the popularity of video podcasts and the platform’s existing user base. Spotify is aggressively investing in podcast video, having reportedly paid over $100 million to podcasters in the first quarter of last year. Netflix has also entered the fray, partnering with Spotify to bring video podcasts to its streaming service and investing in original video podcast programming.
Apple’s Strategy: Creator Control and Monetization
Apple’s approach focuses on empowering creators. Eddy Cue, Apple’s senior vice president of Services, emphasized that the update aims to give creators “full control of their content and how they build their businesses.” The introduction of dynamic video ad insertion, utilizing Apple’s HTTP Live Streaming (HLS) protocol, provides a new monetization avenue for podcasters. While Apple won’t charge creators or hosting providers to distribute content, it will levy an impression-based fee on ad networks utilizing the HLS system.
The Impact of Dynamic Video Ad Insertion
Dynamic video ad insertion is a key component of Apple’s strategy. This allows creators to seamlessly integrate video ads, including host-read spots, directly into their podcast episodes. This offers a more engaging advertising experience for viewers and a potentially lucrative revenue stream for podcasters. Launch partners supporting HLS video include Acast, Amazon-owned ART19, Triton’s Omny Studio, and SiriusXM.
Why Video? Gen Z and Enhanced Engagement
The appeal of video podcasts extends beyond convenience. Edison Research data suggests that younger audiences, particularly Gen Z, discover video enhances understanding through visual cues like facial expressions and gestures. 49% of Gen Z podcast fans believe video provides better understanding, while 45% feel more connected to podcasters through video. This highlights the importance of visual connection in building audience loyalty.
Apple’s AI Play: The Q.ai Acquisition
Apple’s recent acquisition of Israeli AI startup Q.ai, while details remain undisclosed, suggests a potential focus on audio-focused AI tools. This could lead to innovations in podcast editing, content creation, and personalized recommendations within the Apple Podcasts ecosystem.
Frequently Asked Questions
What is video podcasting?
Video podcasting involves creating and distributing podcast content in video format, allowing listeners to watch the hosts and any visual elements accompanying the audio.
Which platforms currently support video podcasts?
YouTube, Spotify, Netflix, and now Apple Podcasts all offer support for video podcasts.
How will Apple monetize video podcasts?
Apple will charge ad networks an impression-based fee for delivering dynamic video ads through its HLS streaming protocol.
Is video podcasting just for younger audiences?
While Gen Z shows a strong preference for video podcasts, the appeal is growing across all demographics.
What is HLS?
HLS, or HTTP Live Streaming, is a streaming protocol developed by Apple that enables adaptive video playback and greater controls within the Apple Podcasts app.
Pro Tip: Consider repurposing existing audio podcast content into video format to reach a wider audience and explore new monetization opportunities.
Did you understand? Total time spent with podcasts among those ages 13+ has grown by 355% since 2015, reaching 773 million hours per week.
Stay tuned for further developments as Apple integrates video podcasts into its platform this spring. The competition is heating up, and the future of podcasting is looking increasingly visual.
What are your thoughts on the rise of video podcasts? Share your opinions in the comments below!
