"Apple is taking steps to change that, announcing yesterday a new video experience within its Podcasts app designed to solve some of the problems that have kept it from joining the massive video podcast wave. The tech giant will now power video podcasts using a web streaming technology that will simplify the process for both podcasters and their fans."
"It's remarkable Apple waited this long to introduce better video capabilities given how much of a head start it had in podcasting, but it's an open question whether the tech giant can pull users back in with the improved experience. Its podcast platform is now the No. 3 most popular - behind YouTube and Spotify - with 14 percent of weekly listeners age 13 and up naming it their app of choice, per podcast measurement firm Edison."
Apple will power video podcasts in its Podcasts app using web streaming technology to simplify publishing and playback for creators and listeners. The update enables seamless switching between audio and video, adaptive streaming that adjusts to a user's internet connection, and dynamic advertising interstitials inside video episodes. Apple will charge ad networks an "impression-based fee" to deliver video ads, marking its entry into the podcast ad business. The Podcasts app ranks third behind YouTube and Spotify, holding 14 percent of weekly listeners aged 13 and up, and many creators had directed viewers to YouTube due to prior RSS limitations.
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