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The Apple Podcasts video experience marks a strategic expansion of Apple’s media platform into a format that already dominates rival ecosystems. At SquaredTech.co, we see the Apple Podcasts video experience as a calculated move to reduce audience leakage to competing apps. Apple will allow users to switch between audio and video within the same episode inside Apple Podcasts. The update uses Apple’s HTTP Live Streaming technology to deliver adaptive video quality. Users can rotate their device for horizontal viewing and download episodes for offline playback. The feature is currently available in beta through iOS 26.4, iPadOS 26.4, and visionOS 26.4, with a broader launch planned for spring. This rollout positions video as a native function inside Apple’s ecosystem rather than an external add on.
Market Pressure From YouTube And Spotify
Video podcasting already commands significant audience share. Edison Research reports that more than half of the United States population has consumed a video podcast, and over one third do so monthly. YouTube stated last year that podcast content on its platform attracts over one billion monthly viewers. Spotify reported that nearly 400 million users have watched from a catalog of about half a million video podcasts. Netflix has also entered the format through partnerships that distribute video podcasts on its service.
These numbers reveal a clear pattern. Video increases engagement time and advertising opportunities. Platforms that host both audio and video keep creators and audiences within a single interface. Apple previously led podcast distribution through iTunes and later through its dedicated app. However, it lagged competitors in making video a core feature. The new update aims to close that gap by integrating video into the same subscription and discovery system users already trust.
Strategic Implications And Near Term Outlook
The Apple Podcasts video experience strengthens Apple’s services portfolio at a time when hardware growth faces maturity. Video integration creates additional inventory for advertising and potential premium content models. It also supports creators who want monetization tools without splitting distribution between multiple apps. Apple executive Eddy Cue framed the update as a milestone that gives creators greater control over content and business models.
From our editorial perspective, the near term impact will depend on creator adoption. If major podcast networks publish full video episodes inside Apple Podcasts, audience habits may shift. If creators continue to prioritize YouTube for discovery and ad revenue, Apple may need further incentives. The technical foundation through HLS streaming and offline downloads provides parity. The competitive question now centers on reach and monetization scale.
Apple entered podcasting two decades ago and shaped its mainstream growth. With this video expansion, the company seeks to regain influence in a format that now blends audio, social distribution, and streaming video.
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