Apple Adds New Video Viewership to Podcast App
- Jack Borys
- 2 days ago
- 2 min read
On Monday, Apple announced that they are making their push into the ever-growing world of podcasts by introducing new video podcast experiences to their Apple Podcast App. This move by Apple signals that they are trying to compete with podcast giants like Youtube and Spotify. Apple has had a standalone podcasting app since June of 2012, but just for vocal podcasting. Because there has been so much change in podcasting, specifically more of a demand for video podcasting, Apple has added this feature in hopes to draw in more consumers and give their users a better experience.
This addition to the app helps both the creator and the viewer. Eddie Cue, Apple’s senior vice president of Services says that, “By bringing a category-leading video experience to Apple Podcasts, we are putting creators in full control of their content and how they build their businesses, while making it easier than ever for audiences to listen.” Viewers appreciate the visual aspect of podcasting, especially more in recent years. Giving this option to the viewer will allow for better experiences and better content. It also gives the creator the option to better portray their podcast. The detail that these podcasters put into every episode will now be able to be seen by the viewer on the Apple Podcast App, more parallel to what has been seen on apps such as Youtube and Spotify. This competitive push by Apple comes at a defining moment in the podcasting world as studies show that video viewership in people over 12 sits at about 37%.
Video viewership is a great addition for the app, but it is just an option for the consumers of these podcasts. Viewers will have the ability to switch between watching and listening to shows, not being hindered to one specific form of viewing. Apple's website says that, “video episodes will integrate with existing features Apple Podcast users already love, including personalized recommendations and editorial curation on the New Tab and in Category pages.” Apple Podcast consumers will also be able to use picture-in-picture mode and download video for when they are viewing these podcasts offline.
The way Apple is going to gain revenue from video podcasts is from impression-based fees for video ads through HLS, a streaming communications protocol developed by Apple in 2009. As of 2022, an annual video industry survey has consistently found it to be the most popular streaming format. Apple is using revenue from its Services segment, a segment that generated $30 billion in revenue in its most recent quarter, to fund the video podcasts.
With the addition of video podcasting, Apple is positioning itself to meet the evolving demands of both creators and consumers in the digital audio-visual landscape. By offering enhanced visual experiences, flexible viewing options, and monetization opportunities through video advertising, Apple is not only staying competitive with platforms like YouTube and Spotify but also strengthening its ecosystem for users and creators alike. This move highlights Apple’s commitment to innovation in its Services segment and demonstrates how the company is leveraging technology and user experience to remain a major player in the rapidly growing world of podcasts.
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