What Apple’s New Video Podcast Evolution Means for Advertisers

This spring, flowers won’t be the only things blooming. New podcasting capabilities are also set to unfold—and the opportunities for advertisers sure will be beautiful. 

Apple recently announced major updates to how users access and engage with video podcast content on Apple Podcasts. At the center of it all: An enhanced podcast experience powered by HTTP Live Streaming (HLS) technology that allows users to seamlessly switch between watching and listening, expand to full-screen horizontal playback, and download video episodes for offline viewing.

This is a meaningful step toward the future of how podcast content is consumed. As audio and video continue to converge, brands will have new ways to show up within the podcast ecosystem, without disrupting what makes the medium work.

SiriusXM (inclusive of SiriusXM Media, AdsWizz, and Simplecast) is proud to be one of Apple’s launch partners supporting the rollout of HLS video on Apple Podcasts.

For publishers, marketers, and creators, this brings a fresh opportunity to grow their businesses. Creators will be able to dynamically insert video ads, including host-read spots, unlocking access to the broader video advertising market while maintaining full creative control. Video integrates seamlessly into existing shows without disrupting followers or downloads, and creators can monetize through sponsorships and dynamic advertising. They maintain complete control over content and monetization (distributing through their hosting providers and ad networks). 

RSS distribution will continue to be supported, meaning creators don’t have to choose one format over another. This evolution expands podcasting without compromising the principles that made the medium work in the first place.

As a leader in podcasting that has championed an open ecosystem approach, we’re thrilled to work with Apple to advance the podcasting industry and support the advertising community.

Step into the future of podcast advertising with SiriusXM Media

The future may not be here just yet—but it’s right around the corner. Apple’s move is a clear signal that video is becoming a more integrated part of the podcast experience. 

As Apple’s HLS video capabilities roll out and monetization opportunities take shape, advertisers can expect the same thoughtful, data-driven approach they’ve come to know (and trust) from SiriusXM Media. From hosting and monetization to targeting and measurement, we’re building the infrastructure that allows brands to scale confidently as video podcasting continues to expand. 

The wave is building. And there’s no better place to ride it than with us. Let’s talk.

Learn more about podcast advertising