The news: Apple Podcasts app is overhauling its video experience this spring.

• The app will let users switch between watching and listening to podcast shows within the same feed, use picture-in-picture, and download video episodes.
• Creators will be able to insert dynamic video ads, including host-read spots, and offer watch-and-listen experiences.

While Apple has offered video podcast content since 2005, per Variety, video and audio podcasts were previously kept on separate feeds.

Zooming out: Expanded video podcast features bring Apple Podcasts’ offerings closer to competitors like Spotify and YouTube, though it has a considerable gap to bridge.

• We forecast Apple will have 29.8 million podcast listeners this year.
• Spotify’s podcast listener base is forecast to grow to 50.7 million in 2026.
• YouTube will top both platforms at 56.1 million podcast viewers this year, per our forecast.

Apple has frequently fallen behind its competitors when it comes to streaming offerings.

• Apple TV doesn’t offer an ad-supported tier. Although this may be an intentional choice, it still limits consumer options for less-expensive streaming.
• Compared with competitors such as Spotify and YouTube, Apple’s monetization options for podcasters have been more limited in scope.

An advanced video podcast experience also suggests a more aggressive push to compete where engagement is shifting.

• Most (79%) podcast listeners watch video podcasts at least some of the time, per Acast, and 17% watch only video podcasts.
• Over one-third (37%) of US consumers over 12 are monthly video podcast viewers, per Edison.

Why it matters: By making video podcasts a more seamless experience for Apple Podcasts users and improving ad capabilities, the platform could capture more viewing time, attract bigger brand budgets, and give creators stronger incentives to keep—or bring—their shows to Apple’s ecosystem, rather than defaulting to YouTube or Spotify.

Recommendations for brands: Ignoring video podcasting as a growing ad and engagement channel risks missing a major part of where attention and spending are growing.

• Test video podcast placements alongside audio buys to evaluate conversion efficacy.
• Develop cross-platform creative that can be distributed on the same shows across Spotify, YouTube, and Apple.
• Explore host-read ads, which can drive strong engagement and brand recall.