Apple Doubles Down on Video Podcasts, Introducing Dynamic Ad Support
Apple is significantly expanding its support for video podcasts, aiming to compete directly with platforms like YouTube and Spotify that have seen increasing popularity for video-based podcast content. The tech giant announced Monday it will bring “advanced video capabilities” to Apple Podcasts this spring, available on iPhone, iPad, Apple Vision Pro, and via the web.
Enhanced Video Experience for Listeners
The updated Apple Podcasts app will allow users to seamlessly switch between watching and listening to video podcasts within the app. Features include the ability to view videos in full-screen horizontal mode and download video episodes for offline viewing. Video podcasts will be integrated with existing Apple Podcasts features, such as personalized recommendations and curated content in the “Fresh” and Category tabs.
A Long History of Video Support, Now Streamlined
Even as Apple has supported video podcast formats since 2005, previous implementations required separate demonstrate entries for audio-only and video versions. The new enhancement utilizes Apple’s HTTP Live Streaming (HLS) protocol, enabling adaptive streaming that adjusts bandwidth based on network connectivity. This marks a significant shift towards a unified podcast experience.
Dynamic Ad Insertion for Creators
A key component of the update is the introduction of dynamic ad insertion for video podcasts. For the first time, creators will be able to dynamically insert video ads – including host-read spots – into their content using HLS support. This opens up new monetization opportunities within the Apple Podcasts ecosystem.
Developer Beta Testing and Availability
HLS video support in Apple Podcasts is currently available for testing in developer beta versions of iOS 26.4, iPadOS 26.4, and visionOS 26.4, as of February 16, 2026.
Industry Reaction and Partner Support
Eddy Cue, Apple’s Senior Vice President of Services, stated, “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. Today marks a defining milestone in that journey. 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.”
Several podcast hosting providers and ad networks are already supporting HLS video in Apple Podcasts, including Acast, Amazon’s ART19, Triton Digital’s Omny Studio (part of iHeartMedia), and SiriusXM’s SiriusXM Media, AdsWizz, and Simplecast. Additional providers are expected to join in the future.
Monetization and Cost
Apple will not charge hosting providers or creators to distribute podcasts on Apple Podcasts, regardless of format. Though, the company will charge participating ad networks an impression-based fee for delivering dynamic ads in HLS video content later in 2026.
Industry leaders have praised the move. Scott Walker, SiriusXM’s chief advertising revenue officer, noted the innovation “helps to keep the integrity of what makes the medium so special, while enhancing video and audio with new capabilities as the two formats continue to converge.” Geoff Mattei, ART19 CEO, added that video deserves the same simplified distribution and flexible monetization solutions that audio already enjoys. Greg Glenday, Acast CEO, emphasized the platform’s role as a growth engine for podcast businesses, and Sharon Taylor, Triton Digital’s chief revenue officer, highlighted the importance of an open approach that empowers publishers.
Apple Podcasts: A Global Platform
Apple Podcasts currently provides access to millions of shows across hundreds of categories in over 170 countries and territories. The platform also supports premium subscriptions, allowing creators to offer exclusive content and ad-free listening to subscribers.