Apple is taking another major step in the evolution of podcasts by expanding video to paid Apple Podcasts subscriptions . The new feature will allow creators to leverage the same subscription model they already use for premium audio content, now offering exclusive video to their subscribers.
The change comes as podcasts are gradually transforming from a predominantly audio experience to a hybrid medium where images are increasingly a part of the content. Apple wants to give creators more tools to generate new revenue streams and maintain a more direct relationship with their audience.
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Apple Podcasts – From audio to video
Apple Podcasts Subscriptions launched in 2021, giving creators the ability to offer premium content for a fee. Benefits that can be provided to subscribers include ad-free listening, bonus episodes, early access to new shows, and content available exclusively to paying subscribers.
The model gradually expanded to more than 170 countries and territories, allowing creators to build businesses directly around their audience.
Now, Apple is adding video to the equation. Creators will be able to offer entire video podcasts exclusively for subscribers, ad-free versions, early access to video episodes, and additional visuals that won't be available to the free audience.
A platform for watching and listening
This development doesn't come out of the blue. Apple has already invested significantly in improving the video podcast experience within the Apple Podcasts app.
The company has adopted HTTP Live Streaming (HLS), allowing users to transition more seamlessly from watching to listening. Video podcasts can also be played in full screen and saved for offline viewing, which is especially useful for users who are traveling or do not have a stable internet connection.
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The experience has also been enhanced with features such as playback-synced voiceovers, chapters and media links. In addition, the content can be enjoyed across devices in the Apple ecosystem, including Mac and Apple TV.
What's changing for creators
The most significant change is in the business model. Until now, a creator could use Apple Podcasts subscriptions primarily to lock in premium audio content. With the addition of video, they now have more options for creating different levels of subscription value.
For example, a podcast could offer the basic audio episode for free, while subscribers would have access to the full video, backstage footage, exclusive interviews, or episodes released earlier.
Of particular interest is the fact that Apple is looking to simplify the distribution process. Creators don't need to create an entirely separate model for video and audio subscriptions, as premium content can be integrated into the existing ecosystem.
More choices for the public
For listeners, the change means that the subscription can gain more value, as it is no longer limited to audio only. A user will be able to choose whether they want to watch an episode with a picture or just continue listening, depending on the device and the occasion.
This capability is particularly important for shows that rely on guest appearances, interviews, live discussions, or content where visual information adds substantial value.
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Apple is preparing the next step
Apple says it is already working with hosting providers to make the transition to the new video subscriptions as smooth as possible. More information is expected to be released in the coming months as the company moves forward with the new feature.
The addition of video, however, shows that Apple Podcasts is trying to adapt to the new reality of the market, where a podcast is no longer necessarily just a show we listen to. For creators, video can be another tool for producing premium content and generating revenue, while for subscribers it adds another reason to stay within Apple's ecosystem.
