Apple is taking on YouTube and Spotify with a new video podcast experience launching this spring. Users will be able to seamlessly switch between watching and listening to shows directly in the Apple Podcasts app. This upgrade will utilize Apple’s HTTP Live Streaming video technology. Listeners can also switch to a horizontal viewing format and download videos to watch offline.
This move arrives as video podcasting sees a significant rise in popularity. Recent research reveals that 51% of the U.S. population has consumed a video podcast, with 37% engaging with video podcasts on a monthly basis.
The enhanced video podcast experience will position Apple to better compete with platforms like YouTube, Spotify, and Netflix, all of which have already embraced the format. YouTube announced last year it has over one billion monthly active viewers for podcast content. Spotify reported nearly half a million video podcasts, watched by almost 400 million users. Netflix has also entered the space through partnerships to bring video podcasts to its platform.
By integrating this improved viewing experience, Apple aims to keep users within its ecosystem instead of turning to rival services to watch their favorite shows.
Apple executive Eddy Cue highlighted the company’s history with podcasting, noting its role in popularizing the medium years ago. He stated that this update represents a defining milestone, giving creators full control over their content and businesses while making it easier for audiences to access podcasts in audio or video form.
While the new video experience officially launches in the spring, it is available to test starting this week as part of beta releases for iOS, iPadOS, and visionOS.