• by Laurie Sullivan , 8 hours ago

Apple made it possible to dynamically insert ads in live streaming video podcasts, allowing creators to control content and monetize the video stream using its HTTP Live Streaming (HLS) technology.

The change brings a YouTube-style monetization service to Apple's podcasting ecosystem. For advertisers, the move to HLS shifts video podcasts from static files to dynamic media assets.

Eddy Cue, Apple senior vice president of services, explains in a post that while it gives advertisers more choices, creators more options, and listeners and viewers a higher-quality experience.

Those using the podcast service can switch between watching and listening to shows. It makes discovery and viewability of video podcasts as easy as listening to audio.

Cue marked the day as a "milestone," noting that 20 years ago Apple created an audience for podcasting by integrating iTunes, which the company introduced in January 2001.

"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," he wrote in a blog post.

The theory is that increasing available ad supply in video podcasts will enable a more efficient programmatic media buy and lower costs.

The Trade Desk estimated in June 2025 that 46% of U.S. podcast listeners never miss an episode of their favorites.

While the introduction of HLS for video podcasts gives advertisers a broader video ad market to search for lower CPM rates, the company's announcement this week focused on the ability to dynamically add ads to serve video campaigns — including host-read video spots — that can be updated across a show's entire back catalog. 

The dynamic ad-insertion technology allows advertisers to replace or insert new video ads into each episode of a podcast simultaneously, rather than being placed in one file at the time of recording.

Video episodes will integrate with existing features like personalized recommendations and editorial curation on the “New” tab and in Category pages.

HLS video is available to test in beta versions, with functions coming to iPhone, iPad, and Apple Vision Pro users, as well as via Apple Podcasts on the web this spring.