Apple Podcasts Introduces Enhanced Video Streaming Experience to Compete with YouTube and Spotify
Apple is set to launch a significantly upgraded video podcast experience this spring, positioning itself as a direct competitor to YouTube, Spotify, and Netflix in the rapidly growing video podcasting market. The enhanced functionality will enable users to seamlessly transition between audio and video consumption within the Apple Podcasts application.
The platform will leverage Apple's HTTP Live Streaming (HLS) technology to deliver video content, offering users the ability to switch to landscape orientation and download episodes for offline viewing. This strategic move addresses the surging demand for video podcast content, as recent data from Edison Research indicates that 51% of the U.S. population has consumed video podcasts, with 37% engaging with the format on a monthly basis.
The update represents Apple's response to competitive pressure from established players in the video podcast space. YouTube reported exceeding 1 billion monthly active viewers of podcast content, while Spotify disclosed that nearly 400 million users have accessed its library of half a million video podcasts. Netflix has also entered the market through strategic partnerships with iHeartMedia and Spotify.
"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," stated 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 enhanced video experience aims to retain users within Apple's ecosystem by eliminating the need to migrate to competing platforms for video podcast consumption. The update is currently available for beta testing as part of iOS 26.4, iPadOS 26.4, and visionOS 26.4, with general availability scheduled for spring 2025.
