Apple's Bold Move: Unlocking the Power of Video Podcasts
The podcast landscape is evolving, and Apple is making a strategic shift to stay ahead.
Apple Podcasts is taking a giant leap forward by introducing video podcasts to its platform, a move that positions it as a key player in the growing video podcast space. This development is particularly intriguing given the recent foray of Netflix into the podcast arena.
But here's where it gets controversial... Apple is not the pioneer in this domain. Spotify, for instance, has been offering video podcasts since mid-2020, initially for in-house productions like The Joe Rogan Experience, and then more broadly in October 2021. And let's not forget YouTube, which has emerged as the most popular destination for video podcasts, with over a billion monthly viewers, as reported by Bloomberg in March 2025.
Apple's decision to join the video podcast race is a strategic one, aiming to capitalize on the shifting podcast consumption trends. Eddy Cue, Apple's senior VP of services, highlighted this shift in a statement, "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."
The launch, scheduled for the second quarter of the year, will offer Apple Podcast users the flexibility to toggle between watching and listening to podcasts within the app. Additionally, users will have the option to download shows for later viewing, with a horizontal, full-display mode available.
Apple Podcasts has also partnered with SiriusXM, Simplecast, Adswizz, and Triton’s Omny Studio, enabling creators to incorporate video ads into their shows. This move solidifies Apple Podcasts' position as a major competitor in the video podcast space, challenging not only Spotify and YouTube but also Netflix, which has recently started adding video podcasts to its streaming service.
So, what do you think? Is Apple's move a smart strategy to stay relevant in the evolving podcast landscape, or is it too little, too late? We'd love to hear your thoughts in the comments below!
