Apple is reshaping its Podcasts platform with a strong push into video, reflecting a broader industry trend where audiences are increasingly choosing to watch their favourite shows rather than just listen to them.
The company has introduced new features that allow users to move effortlessly between audio and video within the same podcast episode. Whether on iPhone, iPad, Apple Vision Pro or the web, listeners will be able to start with audio and switch to video without losing their place. The rollout is expected later this year following its debut in the developer beta version of iOS.
The upgraded experience is powered by Apple’s advanced streaming technology, which enables high-quality playback, full-screen viewing and offline downloads. Video quality will automatically adjust to internet speed, ensuring smoother streaming even on slower connections. Importantly, existing podcast subscriptions and libraries will remain unchanged, allowing users to adopt video at their own pace.
For podcast creators, the shift opens up new opportunities to reach wider audiences and increase revenue. Apple is working with major hosting and advertising platforms to support video distribution and dynamic ad insertion. This includes video versions of host-read advertisements, a format that is expected to attract higher ad spending as brands look for more engaging content.
The move comes at a time when video podcasting is growing rapidly, with platforms like YouTube and Spotify already drawing large viewership for popular shows. Industry data shows that many consumers now prefer watching studio conversations, interviews and storytelling formats, especially on mobile devices and smart TVs.
Apple, which helped bring podcasts into the mainstream through iTunes and its dedicated app, has so far remained largely focused on audio. This latest revamp signals a strategic shift to stay competitive in a market that is quickly becoming visual.
