Apple Podcasts sets out HLS video and dynamic-ad plans

Apple announced an HLS-based video experience for Podcasts on 16 February, planned for the spring. The design would let people switch between video and audio, watch horizontally and download episodes for offline viewing. Adaptive streaming would adjust playback quality to the connection, instead of requiring one fixed video download for every network condition.

For publishers, the important change was support for dynamically inserted video advertising through participating hosts and ad networks. Initial supporters included Acast, ART19, Triton’s Omny Studio and SiriusXM services. Apple said it would not charge creators or hosts for podcast distribution, but planned an impression-based delivery fee for participating video-ad networks later in the year. That distinction matters when comparing distribution costs with advertising costs.