Seamless “watch or listen” viewing is coming to Apple’s podcast app

Apple says it will roll out a major update to Apple Podcasts this spring, adding advanced video podcast support built on its HTTP Live Streaming (HLS) technology. The company positions the upgrade as a “category-leading” video experience designed to give creators more control over distribution and monetization—while delivering smoother playback for viewers across varying network conditions.

Eddy Cue, Apple’s Senior Vice President of Services, framed the move as the next step in Apple’s long history with podcasting, noting the shift from early iTunes support to a dedicated Podcasts app, and now to a full video-capable experience.

What listeners can expect inside Apple Podcasts

For audiences, the big promise is simplicity: Apple Podcasts will let users switch seamlessly between watching and listening to the same show, without bouncing to another platform.

Key user features Apple highlighted include:

• In-app video playback with an option to rotate into horizontal full-screen

• Offline downloads for video episodes

• Automatic quality adjustments powered by HLS to keep playback smooth on Wi-Fi or cellular

• Video episodes that still plug into familiar discovery tools like personalized recommendations, New tab editorial curation, and Category pages

For Thunder Bay and Northwestern Ontario users, the quality-adjusting streaming piece may matter most—especially for listeners moving between strong urban coverage and more variable connectivity outside city cores.

What changes for creators and advertisers

Apple’s message to creators is “more control, more options.” According to the announcement, creators will distribute video through participating hosting providers and ad networks, while maintaining control over their content and monetization strategy.

The headline monetization shift: dynamic insertion for video ads, including host-read spots, aimed at opening podcast publishers to a wider video advertising market—without forcing them to rebuild their shows or migrate audiences. Apple also emphasized that video can integrate into existing shows without disrupting followers or downloads.

Apple says it does not charge hosting providers or creators to distribute podcasts on Apple Podcasts, whether via traditional RSS/MP3 or HLS video.

Launch partners supporting HLS video

Apple says HLS video support will be available at launch through several major podcast infrastructure players, including:

• Acast

• ART19 (an Amazon company)

• Triton Digital’s Omny Studio

• SiriusXM, including SiriusXM Media, AdsWizz, and Simplecast

Additional providers are expected to join later.

Why this matters for Thunder Bay and Northwestern Ontario

Video podcasting is already a growth area across platforms, but Apple’s approach leans into two things that could resonate locally:

• Better playback on inconsistent connections: HLS-based adaptive streaming can reduce frustration for viewers when bandwidth dips—relevant for commuters, travellers, and rural-area users across the region.

• New inventory for local advertisers: If dynamic video ad insertion becomes common in Apple Podcasts, it could create fresh opportunities for regional brands—from tourism operators and event promoters to colleges, local retailers, and service businesses—to test video-first podcast campaigns without abandoning audio audiences.

For local creators, the promise is expanded reach without losing control of distribution—particularly appealing to independent publishers and community voices looking to grow beyond Northwestern Ontario while keeping their content ownership intact.

Availability and rollout timeline

Apple says HLS video is available for testing starting today in beta versions of iOS 26.4, iPadOS 26.4, and visionOS 26.4. The broader feature set is expected to arrive this spring across:

• iPhone

• iPad

• Apple Vision Pro

• Apple Podcasts on the web

Apple Podcasts remains available across Apple’s ecosystem, including iPhone, iPad, Mac, Apple Watch, CarPlay, Vision Pro, and the web.

The bigger picture: podcasts keep converging with video

Apple is betting that podcasts are no longer audio-only—and it’s building the infrastructure to make video feel native, not bolted on. If execution matches the pitch, the spring update could shift expectations for how podcasts are produced, sold, and consumed—especially as creators look for sustainable revenue beyond subscriptions alone.

TAGS: Apple Podcasts, Video Podcasts, HLS, HTTP Live Streaming, iOS 26.4, iPadOS 26.4, visionOS 26.4, Apple Vision Pro, Podcast Monetization, Dynamic Ad Insertion, Host-Read Ads, Acast, ART19, Omny Studio, Triton Digital, SiriusXM, AdsWizz, Simplecast, Streaming Tech, Thunder Bay, Northwestern Ontario, Canadian Creators