Apple Brings Native Video Podcasts to Apple Podcasts as Streaming Rivalry Intensifies

 

Apple is formally stepping deeper into video podcasting, signaling that what began as an audio-first medium has now become a full-scale battle for screen time.

On February 16, the company introduced a fully integrated video podcast experience within the Apple Podcasts app, a move that positions it more directly against platforms like YouTube, Spotify, and Netflix, all of which have aggressively expanded into video podcast distribution.

The rollout marks Apple’s clearest attempt yet to consolidate listening and viewing into a single, unified product.

A Long Time Coming

Technically, Apple has supported video podcasts since 2005. But until now, video and audio feeds were separated, creating a fragmented experience for both creators and audiences.

With this update, Apple is collapsing that divide.

“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. 

“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.”

The message is clear: Apple wants creators to see its ecosystem as both a distribution hub and a monetisation engine.

How the New Video Experience Works

That means:

• Smooth streaming across Wi-Fi and cellular networks

• The ability to download full video episodes for offline viewing

• A seamless switch between listening and watching within the same app

In short, video podcasts will behave like audio podcasts — just with a screen attached.

At launch, video distribution support includes major hosting and ad-tech providers such as:

• Acast

• ART19 (owned by Amazon)

• Triton’s Omny Studio

• Simplecast

• SiriusXM Media

Scott Walker, SiriusXM’s chief advertising revenue officer, framed the development as an industry evolution.

“Podcasting has evolved leaps and bounds over the past decade, and this innovation from Apple 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,” he said.

“For publishers, marketers, and creators, HLS video on Apple Podcasts brings a fresh opportunity to grow their businesses.”

Why This Matters Now

The video podcast surge is no longer speculative, it’s measurable.

According to Edison Research, roughly 37% of people aged 12 and older now watch video podcasts monthly.

Meanwhile:

• YouTube reported over 1 billion monthly active podcast viewers in 2025.

• Spotify disclosed that it paid more than $100 million to podcasters in Q1 2025 alone.

• Netflix announced plans in October 2025 to incorporate video podcasts into its platform.

The takeaway? Podcasting is no longer confined to RSS feeds and earbuds. It’s now a competitive streaming category.

Apple’s move ensures it doesn’t cede visual podcast dominance to YouTube or Spotify.

Strategic Implications for Creators

For creators, the update introduces several potential advantages:

1. Unified Audience Reach – No need to split video and audio audiences across different apps.

2. Stronger Monetisation Pathways – Better ad integration and platform-native tools.

3. Distribution Stability – HLS allows scalable, high-quality delivery without relying solely on third-party platforms.

More importantly, it reinforces a broader industry shift: audio and video are converging into a single content format.

Rollout Timeline

The feature is currently available in beta for:

• iOS 26.4

• iPadOS 26.4

• visionOS 26.4

A wider rollout is expected this spring for:

• iPhone

• iPad

• Apple Vision Pro

• Web users

The Bigger Picture

Apple helped mainstream podcasting in the iTunes era. Now, it is attempting to reshape it again, this time for a video-first world.

The competitive landscape is tightening. YouTube dominates discovery. Spotify is spending heavily on talent. Netflix is experimenting with integration. And Apple is betting that control over its ecosystem, hardware, software, and services, gives it a strategic edge.

What began as downloadable MP3 files is rapidly becoming premium streaming content.

And the real competition now isn’t just for listeners, it’s for attention.