Apple will introduce an integrated video podcast experience this spring, offering users audio and video playback options in the same app.

Apple has announced that this spring it will launch an integrated video podcasting experience in the Apple Podcasts app, thus aligning more directly with rivals YouTube and Spotify. This decision comes against the backdrop of increasing consumption of video podcasts, with 37% of people over 12 years old watching such content monthly. The new functionality will allow creators to have greater control over content and monetization, facilitating the transition between listening and viewing. Users will be able to switch between audio and video playback, have access to picture-in-picture mode, and be able to download video episodes for offline viewing.

Although Apple Podcasts has supported video distribution via RSS since 2005, the new update introduces support for HLS, which allows adaptive video playback and dynamic ad insertion. Creators will be able to integrate video ads directly into episodes, without fees from Apple for content distribution. Launch partners include Acast and SiriusXM. This move comes in the context where competitors like YouTube and Spotify are heavily investing in video podcasts, and Apple, although it does not separately report revenues from this segment, has generated $30 billion from its Services division.