Apple video podcasts: a new direction for Apple?
Apple has announced that it will finally support video podcasts in its Apple Podcasts app, with similar functionality to platforms like Spotify that have had this feature for many years now. It will launch with the capability for dynamically-inserted ads and host-read spots.
Naturally, I have a big picture question about where this is headed. But we’ll get to that in a moment.
As per the Apple media release:
“Twenty years ago, Apple helped take podcasting mainstream by adding podcasts to iTunes, and more than a decade ago, we introduced the dedicated Apple Podcasts app,” said Eddy Cue, Apple’s senior vice president of services. “Today marks a defining milestone in that journey. 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.”
In the Apple Podcasts app, users will be able to switch seamlessly between watching and listening to shows, making the experience of discovering and viewing video podcasts as simple and enjoyable as listening to audio podcasts has always been. Users can watch video from within the app and move to horizontal full display, as well as download videos to watch offline. And automatic quality adjustment powered by HLS technology ensures smooth playback across network conditions, delivering the best possible experience whether listeners are on Wi-Fi or a cellular connection. Video episodes will integrate with existing features Apple Podcasts users already love, including personalized recommendations and editorial curation on the New tab and in Category pages.
Apple report that the video functionality is available for testing in beta versions of iOS 26.4, iPadOS 26.4, and visionOS 26.4, with the functionality rolling out widely to users in the (US) spring (so, autumn for us down under).
I’m obviously very excited by the potential for up to ten people to watch my own podcast Screen Watching from the comfort of their Apple Vision Pro.
The introduction of video podcasting is in no way reinventing the wheel, but with Apple still a leading podcast platform, support for video will have considerably higher take-up rate now and reduce some of the churn of podcast audience to platforms like YouTube and Spotify.
This is both not a big deal at all for video podcasts, but also a massive deal at the same time.
There are old-school podcast consumers and producers who like to complain about the pivot to video that podcasting has embraced, but I think it has become clear that video has considerable benefit in podcast discovery. Also, I like the option to look at the video every so often to see what the hosts actually look like – I’m pretty sure I am not alone in that.
What has me interested is whether this will have any bleed effect with Apple TV (the streaming service and not the hardware, which still has the same name).
Currently Apple TV doesn’t offer an advertising-supported plan, but with Apple now taking an active roll in the ad stack for video podcasts, there’s some obvious potential to bring that tech to Apple TV.
But also, in the same way that we have seen Netflix enter the video podcast space, albeit with a more considered curatorial approach, it does open the door to the idea of Apple integrating podcasts into its subscription product. It would certainly aid with making the library seem bigger than the current offer.
Traditionally we have seen Apple keep its various media walled into different apps (a music app for music, podasts in the podcast app, TV and movies in the TV app, etc), but with every other media company smooshing different formats together, there does seem to be an opportunity for Apple to make a shift.
RIP Robert Duvall
Legendary American actor Robert Duvall has died at the age of 95. Obituaties today will highlight his role in films like the first two The Godfather films, along with the movie M*A*S*H, Sling Blade, The Judge, and more.
His filmography was pretty exceptional. But I just wanted to take a moment to highlight some of his TV work over the years. As a young actor, he was in every notable TV drama through the 60s with guest roles on shows like Route 66, Alfred Hitchcock Presents, The Untouchables, The Virginian, The Fugitive, The Outer Limits, The FBI, Voyage To the Bottom of The Sea, Combat!, and The Mod Squad. He was often brought back to appear in several of those shows in guest roles (as different characters) across multiple seasons.
Notably, he was the lead of the iconic Lonesome Dove 1988 mini-series. The Emmys failed to recognise Duvall that year (he lost out to future Quick-E Mart staffer James Woods), nor did Lonesome Dove win. Being the most watched movie or mini-series on the air that year with 44.1 million people tuning in was its own reward.
My personal favourite Robert Duvall screen work was crowd pleaser The Paper. I have an incredible fondness for that movie and Duvall’s role as the grizzled editor facing health issues brought some considerable heart to that film.
What Next for Netflix?
Held in Sydney this morning was a showcase event for Netflix Australia New Zealand. Themed around What’s Next (you might remember the brand video from earlier this year which sent Stranger Things fans into a tailspin thinking it was a coded message revealing a secret final episode).
The showcase invited stars/writers/directors/execs talent the stage for awkwardly-scripted conversations promoting their shows - Heartbreak High season 3 (it returns for the final season on March 25 – I’ll probably have a trailer for tomorrow’s email), Allen, My Brilliant Career, Apex, and The Golden Ticket. There was also some pre-recorded clips from those making The Mosquito Bowl, War Machine, and Breakers.
The event was a good way to engage media buyers and push the idea that Netflix is a leader in locally produced scripted shows. There wasn’t a whole lot of takeaways for media who attended, but I found it interesting to see how Netflix frame conversations around the brand and its programming.
News Desk
Anderson Cooper is leaving his role at CBS’ 60 Minutes where he has been a correspondent for almost 20 years. He’ll stay with CNN and forego the opportunity to “do the f**king news.” Read: Breaker Media
Keeley Hawes will return as the titular assassin alongside Shalom Brune-Franklin and Freddie Highmore with The Assassin confirmed for a second season. Read: Radio Times
Dana Eden, an Israeli producer on Apple TV’s Tehran, was found dead in a hotel room in Greece during the filming of season 4 of the show. Police are treating it as a potential suicide and have issued a statement to try to quell social media rumours. Read: THR
In response to cease and desist letters from Paramount and Disney, TikTok’s owner ByteDance has vowed to improve safeguards surrounding IP on its Seedance 2.0 AI video platform. Read: Deadline
Japan‘s premium video-on-demand sector achieved $7.2 billion in total revenue during 2025, marking a 15% year-over-year increase. Read: Variety
Trailer Park
Star Trek: Voyager – Across The Unknown debuts on video game platform Steam Feb 18.
That’s the newsletter for the today.
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