Video podcasts: Apple builds "new experience" with HLS – and wants to profit
With iOS 26.4, Apple is also tweaking its popular Podcasts client. It is now focusing more on moving images. Advertisers will have to pay up.
Apple's new Podcasts app: More video, if desired.
(Image: Apple)
For many years, podcasts were by default an audio format: Once popularized thanks to iTunes and iPod, Apple still operates what is probably the most popular client for it on the market, simply called Apple Podcasts. Now the company wants to increasingly jump on the trend towards video podcasts: With the new version of the app coming in iOS 26.4, moving images are to be brought more into focus.
Apple's HLS instead of YouTube
To this end, Apple will increasingly support its proprietary HTTP Live Streaming format (HLS). The company apparently hopes to outsmart YouTube as a podcast platform. Apple promises "unprecedented control and new monetization opportunities for podcast creators." For users, it should result in a "highest quality video experience." Apple's services and entertainment chief Eddy Cue said that Apple helped make podcasts accessible to a broad audience 20 years ago with their integration into iTunes, and the standalone Podcasts app has been around for over a decade. Now they want to expand Apple Podcasts with an "industry-leading video experience." This should become "easier than ever" for users.
Videos by heise
After all, video podcasts are not forced in Apple's app – because there are still users who prefer to enjoy audio only. Instead, there is a new feature that allows you to switch between watching and listening. There is a full-screen view, offline playback with download, and automatic bandwidth adjustment. Video podcasts, like the audio variants, are curated within Apple's editorial offering, which many users find. Apple also wants to cooperate with hosts and support advertising networks. These initially include SiriusXM, Acast, Amazon subsidiary ART19, Triton Omny Studio, and others. There will be more advertising: In video podcasts, their creators can now insert dynamically filmed ads.
Apple's share of ad revenue
Apple itself wants to earn some of it. "Later in the year," the company will "charge participating ad networks a fee based on impressions for the delivery of dynamic ads in HLS video on Apple Podcasts." This would be a change of course that, given the market power of Apple Podcasts, regulators would certainly also look at. Also unclear: How easy it will be to skip ads. Otherwise, the company will not charge any further fees, as has always been the case: "Apple does not charge hosting providers or creators any fees for distributing podcasts on Apple Podcasts – neither via traditional RSS/MP3 nor via HLS video," the company writes.
Apple has compiled details on the new video features on a portal for providers. The app should include various familiar features such as highlighting dialogues, changing playback speed (0.5x to 3x), and automatically generated chapters, transcripts, and links. HLS video can be tested in the beta versions of iOS 26.4, iPadOS 26.4, and visionOS 26.4, but currently not on the Mac. On the Mac, you have to resort to the web. Rollout for the public is planned for spring, but the Mac is not mentioned here either.
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