Video is coming to Apple Podcasts, with HLS technology to aid in the switching between video and audio. Currently testing in beta versions, the functionality should be full available in Australia before the end of the year.
Eddy Cue, Apple’s senior vice president of Services, said:
“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. 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.”
In the Apple Podcasts app, users will be able to switch seamlessly between watching and listening to shows, can watch video from within the app and move to horizontal full display and download videos to watch offline. Apple Podcasts will continue to include personalised recommendations and editorial curation on the New tab and in Category pages.
Creators, through the new video podcast experience, will still distribute through their hosting providers and ad networks, maintaining complete control of their content and monetisation. Currently for the Australian market Acast, Triton’s Omny Studio, AdsWizz, Art19 and Simplecast are supporting HLS video at launch, with additional providers to join in the future.
Learn how to publish video on Apple Podcasts.
For the first time, creators will also be able to dynamically insert video ads, including host-read spots. Apple does not charge hosting providers or creators to distribute podcasts on Apple Podcasts, whether via traditional RSS/MP3 or HLS video. Apple will charge participating ad networks an impression-based fee for the delivery of dynamic ads in HLS video on Apple Podcasts, also starting later this year.
Sharon Taylor, Triton Digital’s Chief Revenue Officer, said:
“Video is becoming an increasingly important way audiences engage with audio content, and Apple’s move into this space marks a meaningful step forward. An open approach that enables publishers to retain control over their audiences, advertising, and measurement — while expanding access to content across formats — supports long-term growth and greater choice for listeners.”
Apple will expanding HLS availability and eligibility over time. Video podcasts using standard RSS feeds will remain available through the creator’s chosen hosting provider. Further FAQs and answers can be found here.