Apple is stepping into the video podcast game this spring. The company announced plans to integrate video into its Apple Podcasts app, a move reflecting the growing popularity of video content in the podcasting world. According to Edison Research, around 37% of people over age 12 watch video podcasts every month.
This new feature aims to keep Apple competitive with platforms like Spotify and YouTube, both of which have embraced video podcasts. Eddy Cue, Apple’s senior vice president of Services, commented on the transformation: “Twenty years ago, Apple helped take podcasting mainstream. Now we are giving creators more control over their content.”
In the updated app, users can easily switch between watching and listening to episodes. They can also use picture-in-picture mode and download episodes for offline viewing. Previously, video podcasts were separate from audio versions, but this update introduces a new streaming format called HTTP Live Streaming (HLS). This format allows for smoother playback and dynamic video ad insertion, which could open new revenue paths for creators.
Interestingly, creators won’t incur costs for distributing content on Apple Podcasts. Apple plans to charge ad networks fees based on impressions for delivering these dynamic ads. Notable podcast hosting partners like Acast and Amazon-owned ART19 are on board with this new HLS feature.
As the landscape changes, it’s essential to note that video podcasts are gaining traction. YouTube recently reported over 1 billion monthly active viewers of podcast content. Spotify has also significantly invested in video podcasts, paying podcasters more than $100 million in the first quarter of last year.
Netflix has tapped into this trend too. The streaming giant partnered with Spotify to introduce video podcasts and has launched original programming like “The Pete Davidson Show.”
While Apple doesn’t disclose podcast revenue specifically, its broader Services segment brought in $30 billion last quarter. Additionally, the recent acquisition of Q.ai, an AI startup, hints at Apple’s dedication to innovating in audio technology.
With these updates, Apple Podcasts seems ready to reshape how we consume content, making it more interactive and engaging for listeners and creators alike.
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