A Major Update to Apple Podcasts
Apple recently announced a major video update to Apple Podcasts. Starting this spring, they are introducing “advanced video podcast capabilities” to the Apple Podcast App. According to Apple, this is a “defining milestone” that empowers creators with more control and new monetization opportunities. Video episodes will now stream using HLS technology, listeners can stream seamlessly between watching and listening, and creators can use video ads through supported hosting partners like Acast and Simplecast.
On paper, this sounds like a huge update, but not everyone sees this as a major shift.
In a recent episode of Insider Secrets to a Top 100 Podcast, Courtney Elmer gave her take:
Just an Infrastructure Update?
“Apple didn’t suddenly declare video as the future of podcasting. They just updated how video works in their app. It was nothing more than an infrastructure update.”
She also acknowledged that Apple technically supported video before, it was just clunky and distributed through open RSS in a way that “nobody cared about.” The new version improves the experience and creates more ad inventory, but it does not change discovery or automatically grow your audience.
More Ways for Creators to Monetize Their Content
Although for podcast listeners, this may just seem like a slight upgrade in the video experience, for creators, this update becomes a better way for them to monetize their content. According to Variety, “the addition of HLS support will let creators dynamically insert video ads — including host-read spots — into their podcasts.”
So where do we land?
This update does not magically expand your audience. What it does do is expand your options.
If you are already producing high-quality video, Apple has just given you a cleaner, more credible platform to distribute it. For shows with sponsorships, the added support of dynamic video ads gives creators new options to monetize their content. If you are not producing video, nothing about this announcement should force your hand. No need to overhaul your workflow overnight, but the ever-expanding presence and usage of video podcasts will allow you to grow your reach.
The winning shows will not just ask, “Should we add video?” They will ask, “Does video strengthen our strategy and align with our goals?” Interested in launching a video podcast of your own? Book a call with a podcast launch specialist.
