The American tech giant has announced a radical update to its flagship Apple Podcasts app. This spring, users will gain access to advanced video features, including seamless switching between video and audio. This change is a direct response to the growing dominance of YouTube and Spotify platforms, which are effectively attracting creators and listeners who prefer visual formats, forcing Apple to evolve after over two decades of audio dominance.
HLS Technology
Apple is implementing the HTTP Live Streaming standard, enabling dynamic adjustment of image quality and uninterrupted switching between audio and video formats in real time.
Market Competition
The new features are a response to the dominance of YouTube, which attracts over a billion podcast viewers, and the growing pressure from Spotify and Netflix.
User Comfort
The app will gain a landscape viewing option and the ability to download video recordings, allowing for playback without an internet connection.
The company Apple has announced a significant strategy shift in its audio segment by introducing full video format support to the Apple Podcasts app. The new service, scheduled for launch in spring 2026, will allow users to seamlessly switch between listening and watching shows without interrupting the stream. A key element of this evolution is the implementation of HTTP Live Streaming (HLS) technology. Until now, the platform only supported static files in formats like MP4 or MOV, which limited interactivity and user comfort. The new solution will enable not only watching content in landscape mode but also downloading videos for offline playback. Apple introduced podcast support to the iTunes service back in 2005, almost single-handedly creating this market. Since 2012, podcasts have functioned as a separate, dedicated app on iOS and macOS systems. The decision to invest in video stems from the immense popularity of this format on competing platforms. YouTube reports that over a billion users monthly consume podcasts in video form. Spotify and Netflix are also aggressively competing for creators, offering them advanced tools for visual publishing. Apple, as a pioneer of the podcast market, cannot afford to continue losing market share. Integrating video with the existing ecosystem aims to retain the most active listeners, who until now had to seek visual content outside the iPhone maker's app. „By introducing advanced video capabilities, we want to provide creators and listeners with the most comprehensive experience ever available in our app.” — Apple Representative Analysts emphasize that the move to HLS technology signals Apple's intention to treat video as an equal component of its offering, not just an add-on. Faced with growing competition from streamers like Paramount or Skydance, the Cupertino giant is betting on experience consistency and technical quality. The new update will be available to all Apple device users, which could significantly alter the balance of power in the digital media market in the coming year. Evolution of Video in Apple Podcasts: : → ; : → ; : →