Apple presses play on video podcast

Apple Inc. is repositioning Apple Podcasts for a more visual future, embracing video as the next frontier for a format it helped bring into the mainstream, according to a report by Bloomberg.

The tech giant is rolling out new features under its iOS 26.4 developer beta that make it easier for users to toggle between watching a podcast episode and listening to its audio version. The move signals a deeper push into video, a space where rivals have gained ground.

Although Apple Podcasts has long allowed video distribution via RSS feeds, that setup failed to gain the traction seen on platforms such as Spotify Technology SA, YouTube and Netflix Inc., which have leaned heavily into video-driven podcast consumption.

To accelerate adoption, Apple is teaming up with major hosting providers including Amazon’s Art19 and SiriusXM’s Simplecast and AdsWizz. The partnerships aim to streamline video episode distribution directly into Apple Podcasts.

Video content will be available across Apple’s ecosystem, including Vision Pro, iPad and iPhone devices, as well as the web version of Apple Podcasts, beginning this spring.

Monetization is also part of the overhaul. Bloomberg reported that Apple plans to begin charging ad networks later this year for video advertising placements, with fees tied to impression counts.

Apple was instrumental in popularizing podcasting — a term rooted in the iPod era — but has historically emphasized audio-first programming.