Apple adds video experience to Apple Podcasts

Remembering where the "pod" in podcasts came from

Apple first brought podcasting to a mainstream audience when it added the category to iTunes in 2005. And the dedicated Apple Podcasts app has been a central part of the landscape ever since. Today, users can get the app in more than 170 countries and regions. It offers millions of shows across hundreds of categories, plus features like Enhance Dialogue mode, playback speeds from 0.5x to 3x, automatic chapter creation, timed links and transcripts for over 125 million episodes in 13 languages.

A major update to Apple Podcasts will introduce full video podcast support this spring using the company’s HTTP Live Streaming (HLS) technology, the iPhone giant said Monday.

The update promises a seamless experience for both viewers and podcast creators, with new tools for monetization and content distribution that Apple said will set a new standard for the medium.

“By bringing a category-leading video experience to Apple Podcasts, we’re putting creators in full control of their content and how they build their businesses, while making it easier than ever for audiences to listen to or watch podcasts,” said Eddy Cue, Apple SVP of Services.

Source: Cult of Mac

NB: YouTube has become a juggernaut swallowing music, podcasts, shorts/reels and not least of all movies and TV. It's hard to overstate just what a hegemony this has become. I must say that it has always been evident to me as a low-end disruption to video. It became the tail that wags the dog of entertainment. Apple's efforts can only be distinguished as "premium". Premium TV, premium music and premium podcasting (and premium News). The challenge for Apple is to attract creators not just listeners. We do distribute our Asymetric Podcast on Apple Podcasts and we will move to video but it's clear that there are other platforms that have higher volumes. The big news is support for ads.

Creators can dynamically insert video ads — including host-read spots — unlocking access to the broader video advertising market while maintaining full creative control.

"Apple does not charge hosting providers or creators to distribute podcasts on Apple Podcasts, whether via traditional RSS/MP3 or HLS video. Apple will charge participating ad networks an impression-based fee for the delivery of dynamic ads in HLS video on Apple Podcasts starting later this year."