Apple will introduce an integrated video podcast experience on its Apple Podcasts app this spring, adding HLS streaming support, picture-in-picture, offline downloads and dynamic video ad insertion. Content creators will gain control over ad placement and monetisation through participating hosts and ad networks, while Apple collects an impression-based fee.

The enhanced video capabilities and ad formats directly challenge Spotify’s existing podcast offerings, which rely on traditional RSS video support and host-driven ads. Spotify may face subscriber churn if users prefer Apple’s adaptive playback and offline video functionality.

To defend its market share, Spotify could accelerate support for adaptive streaming, expand video ad tools and forge new hosting partnerships. The success of these initiatives will determine Spotify’s ability to retain advertisers and creators in an increasingly video-centric podcast landscape.