Apple (AAPL) on Monday announced plans to roll out a new integrated video podcast experience on Apple Podcasts later this spring.
The update aligns Apple Podcasts more closely with rivals like Spotify (SPOT), YouTube (GOOG), and Netflix (NFLX), all of which have been increasingly investing in video podcasting.
“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,” said Eddy Cue, Apple’s senior vice president of Services, in a statement.
“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.”
Acast; ART19, an Amazon (AMZN) company; Triton’s Omny Studio; and SiriusXM, inclusive of SiriusXM Media, AdsWizz, and Simplecast, are supporting HLS video at launch, with additional providers to join in the future.
Creators can dynamically insert video ads — including host-read spots — unlocking access to the broader video advertising market while maintaining full creative control.
“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 starting later this year.”