4 Takeaways From Apple’s Entry Into Video Podcasts

Apple made a splash last week with its announcement about a major overhaul of its podcasting platform to support native video, allowing users to seamlessly switch between audio and video within the Apple Podcasts app. Apple explained that “Using HTTP Live Streaming (HLS) technology, the update enables adaptive, high-quality video playback and supports dynamic, server-side advertising for creators.”

For video podcast advocates, this Apple announcement validated their claims that video podcasting would prevail in the marketplace and eventually eliminate audio podcasting. Apple says this new experience will let audiences switch seamlessly between listening and watching, go full-screen horizontally and download videos for offline viewing.

Yet the positive spin by Apple didn’t deter those who have serious concerns about Apple’s technology, its ultimate intentions, and video podcasting as some magical elixir.

Apple Makes Its Case

Let’s examine four takeaways from this Apple announcement. 

First, to be fair, let's hear Apple's major takeaway. "Today marks a defining milestone in that journey. 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," said Eddy Cue, Apple's senior vice president of Services.

Taking a bite out of Apple

Second, Podcast Hall of Famer Rob Greenlee points out that there’s a tradeoff for podcasters. “Apple is not extending this upgrade through the open RSS model in a way that strengthens the broader ecosystem.” Greenlee said in Podnews. "Instead, it’s leaning into an API based publishing workflow that requires an Apple Podcasts Connect API key and a participating hosting provider to deliver HLS video. That’s a meaningful step toward platform-controlled syndication, not open distribution."

Greenlee isn't simply tossing out allegations. Apple has restricted access to its ecosystem before. Courts have largely ruled against Apple regarding its App Store, forcing them to loosen restrictions on how developers direct users to alternative payment methods, notably in the Epic Games v. Apple case. Judges have found Apple in contempt for trying to maintain fees on these outside payments and dismissed attempts to throw out DOJ antitrust lawsuits, focusing on Apple's anticompetitive, monopolistic behavior.

Apple used to keep video podcasting away

Third, as video podcasting advocates continue to predict total market dominance in a few, short years, recent data offers a clearer picture of present and future podcasting user habits. New U.S. data released last week by Triton Digital says that only 7 percent of people exclusively watch podcasts, while 80 percent of podcast listeners both watch andlisten.

Even as video podcasting continues to grow, the data challenges the assumption that podcasting is becoming video-first, instead revealing a more nuanced, genre-driven reality. Triton's data found that nearly 13 percent of consumers 18+ listen to podcasts exclusively via audio, and that more than half the people "watching" a podcast on video are only listening with the screen minimized, with about 80 percent engaged in an activity such as exercising, household chores, cooking, or home repairs. 

For example, let’s examine an independent, U.K-based podcast called The Howdy Beans by creator/host Luke the Human. The audio podcast is a pop-culture, nostalgia-driven show exploring movies, TV shows, video games, and books. The show is informative, low-key, and Luke is not squeamish about telling listeners what he thinks about a movie, TV show, book, or video game.

Here’s the key point. The Howdy Beans YouTube video version is audio with a static image. There’s no pretense that anyone wants to watch someone speak into a microphone for 45 minutes talking about books, movies or video games. In fact, the host Luke the Human (or "the Elder Bean") tells us by this action: "Go about your business. Nothing to watch here. You can relax and listen."

The crystal ball gets fuzzy

The final takeaway is a callback to my article from last week about how the new Netflix Pete Davidson Podcast is another step toward blurring the line between a video interview podcast and a TV talk show.

In fact, is the only distinction between a video interview podcast and a TV talk show the delivery device? The video podcast is now on Apple, along with Spotify, or YouTube, while the TV talk show is on broadcast or cable television.

At one time, podcast studios looked more like an abandoned warehouse, with host and guest surrounded by microphones and equipment. Not anymore.

For instance, The New Statesman launched a newly rebuilt, upgraded podcast studio in February 2026, featuring a modern, redesigned look with new, vibrant colors, furniture, and improved lighting. Executive Producer Chris Stone, who also produces Podcast Weekly Strategy on Substack, said, “The new studio is designed to enhance video, and is being used for popular shows like Daily Politics, The Exchange, and The New Society.”

Can Apple prove that everybody wins?

With any business announcement, there are winners and losers. Apple would have you believe that this announcement is win-win-win. A win for Apple ; a win for podcasters, and a win for viewers. However, the reality is more complicated. Yes, it is a win for video podcasting viewers because they will be able to access their favorite video podcasts via the Apple ecosystem. Winning for podcasters may be a tough call to make, since, clearly, podcasters playing in this new Apple video podcast sandbox will face serious restrictions.

As for audio podcasting, it continues to post steady, uninterrupted growth in ad revenue, subscription revenue, consumer listens/downloads, and Patreon, donations for podcasters have grown significantly. In 2024, podcasters (majority of whom are audio podcasters) on Patreon collectively earned over $472 million from more than 6,70 million paid memberships.

The media landscape continues to become a messier, disheveled space with familiar designations now blurry, like an old 1970s TV screen. It used to be that a media company could easily identify a competitor. NBC battled, CBS, ABC, and Fox. Like the Call Of Duty video game, there are potential snipers all over the place, some hiding and some in plain sight. The Warner Bros. sale to either Netflix or Paramount is all about transforming foes into friends. In the media industry today, it not so much about getting ahead, as much as it seems not getting left behind.