Apple Podcasts Now Supports Video -- Here's Why That Doesn't Change Your Strategy
If you've been thinking about starting a video podcast, the biggest platforms in the world just made that decision a lot more urgent. Spotify and YouTube have been competing over video podcasts for years. A few months ago, Netflix jumped in. And now Apple just announced full video support on Apple Podcasts.
Four platforms are betting on video. And every tech blog is running the same headline: Apple just changed everything.
Except they didn't.
Apple made some real improvements, and I'll give them credit where it's due. But the thing that actually matters most for new creators -- discoverability -- didn't change at all. And that's the part nobody seems to be talking about.
In this post, I'm breaking down what Apple actually did and didn't do, comparing it to YouTube and Spotify, and giving you the exact video podcast distribution strategy I recommend to every creator I work with. It costs you zero dollars in hosting fees.
What Apple Podcasts Actually Did Right
Here's where I need to pump the brakes. Because there are things Apple did not do that nobody seems to be talking about.
No New Discoverability Features
Apple didn't announce a single new feature to help people find your podcast. They said video episodes will integrate with "existing features," personalized recommendations, and editorial curation. Those are the same discovery tools they've had for years.
No algorithm pushing new creators to new audiences. No search improvements. No shorts. No recommendation engine like YouTube's.
If no one already knows your show exists, Apple Podcasts won't help them find it.
And that is the biggest challenge for new creators. Not distribution. Not video quality. Getting found.
2. Only Four Hosting Providers
Apple's new video features only work with Acast, ART19, Omny Studio, and Simplecast. That's it. If you're on any other host, this doesn't apply to you yet.
And those hosting providers aren't free. Creators still have to pay hosting fees. Apple doesn't charge for distribution, but your host charges for hosting. That's an important distinction.
3. Apple Doesn't Want to Be a Hosting Platform
They don't want creators to upload directly the way YouTube and Spotify do. They want to sit in the middle as the distribution layer. Which is fine for established creators. But for someone starting from scratch? It adds a step and a cost.
So when I see headlines saying Apple just changed everything, I think—changed what exactly? The viewing experience got better. The monetization options got better. But the thing that actually matters for new creators—getting discovered—didn't change at all.
YouTube vs. Spotify vs. Apple Podcasts: The Real Comparison
YouTube: The Growth Engine
YouTube is one platform for everything. You upload your content directly to your channel. You get analytics, monetization, and features that grow with you as your views and subscribers grow.
But here's the big one -- you can optimize for search and discoverability. YouTube is a search engine. People are actively looking for content. If your titles, thumbnails, and descriptions are dialed in, YouTube's algorithm will put your show in front of people who have never heard of you.
You can also post different kinds of content on the same channel -- long-form episodes, YouTube Shorts, and livestreams. That variety gives you multiple entry points for new viewers.
I just had a client with a channel of only 1,200 subscribers hosting a livestream for 50 people. And he's already monetizing from YouTube. Think about that. 1,200 subscribers. Already making money.
Try doing that on Apple Podcasts. You can't. There's no equivalent.
Spotify for Creators: Free Hosting + Distribution
Spotify for Creators (formerly Anchor) offers free podcast hosting. Free. Unlimited storage.
You upload your video podcast to the platform, and it shows up on Spotify as both audio and video. Listeners can switch back and forth, just like Apple is now offering.
And the audio portion of your show? Spotify for Creators will distribute it via RSS to Apple Podcasts, Amazon Music, iHeartRadio, and other platforms. So your audio is everywhere.
Important nuance: the video stays on Spotify. It does not distribute to other platforms. Your video lives on Spotify and YouTube, and your audio goes everywhere else.
Spotify also recently lowered the bar for its Partner Program. You now need just 1,000 engaged listeners, 2,000 consumed hours, and 3 published episodes to start monetizing. That's very achievable for a consistent creator.
Apple Podcasts: A Distribution Endpoint, Not a Growth Engine
Apple Podcasts is a place your show appears. With the new video support, it's now a better place for your show to appear. But it's not where you grow.
If you use Spotify for Creators as your host, your audio already distributes to Apple Podcasts automatically. You're already on Apple. The new video features are a nice upgrade for people who already listen there. But Apple isn't going to drive new listeners to you the way YouTube will.
Apple Podcasts is a library. YouTube is a growth engine. They are not the same thing.
Netflix: Not Part of Your Strategy (Yet)
Netflix is doing its own thing entirely. They're hand-picking shows with large audiences and big productions -- Barstool, The Ringer, iHeart shows. They are not opening this up to independent creators. Netflix is not part of your distribution strategy right now.
The $0 Video Podcast Distribution Strategy
If you're starting from scratch, here's what I recommend.
Step 1: YouTube Is Your Home Base
This is where you upload your video podcast directly. This is where you grow. This is where people find you.
Optimize your titles, descriptions, and thumbnails for search. Post Shorts from your episodes. Engage in comments. Let YouTube's algorithm do what it does.
Step 2: Use Spotify for Creators as Your Podcast Host
It's free. Upload your video there too. Your video will live on Spotify, and your audio will distribute to Apple Podcasts, Amazon Music, iHeart, and everywhere else via RSS. You don't pay a dime in hosting fees.
That's it. Two uploads.
- Video on YouTube and Spotify
- Audio on Apple Podcasts, Amazon, iHeart, and dozens more
- Hosting cost: $0
Already Have a Show? Here's What to Do
If you already have a show and you're already paying for a hosting provider -- should you switch to one of Apple's four HLS partners just to get video on Apple Podcasts?
My answer: probably not yet.
Unless Apple Podcasts is driving a significant percentage of your listens and your audience is specifically asking for video there, I wouldn't uproot your hosting setup for a feature that's still in its early stages with only four providers.
Focus your video energy on YouTube, where it drives growth. Keep your audio distributed everywhere through your current host. As more providers add HLS support, you'll be able to add Apple video without switching anything.
The exception: if you're already on Acast, ART19, Omny Studio, or Simplecast, absolutely turn on HLS video. It's free to distribute. No reason not to.
The Big Picture: Audio-Only Podcasting Is Over
Apple adding video to Apple Podcasts is not the story. The story is what it signals.
Audio-only podcasting is officially a thing of the past.
When you say the word podcast now, you should be picturing a show. Like a TV talk show. Available on multiple platforms. With a camera. With video. With the opportunity for anyone brave enough to get started to be on major platforms and grow an audience.
When Stephen and I started in this industry back in 2019, podcasting was thought of as an audio-only medium. We took a stand and said video podcasting was the future. We said that creators who wanted to grow their shows needed to produce a video podcast for YouTube. People thought we were crazy.
Fast forward to 2026. The Diary of a CEO. Mel Robbins. Creators who were smart enough to go video-first are having massive success on YouTube with huge audiences.
Everything we've been saying for six years is now undeniable. Video is the standard. And the platforms are finally building for it.
Before You Buy Gear: Build Your Show Blueprint First
Here's the biggest mistake I see creators make. They jump straight into gear, camera comparisons, and studio setup -- before they even know what their show is.
They don't have a name. They don't have a pitch. They don't know who they're talking to. And that's backwards. Because when you have a clear blueprint for your show -- your name, your pitch, your format, your audience, your production plan -- every other decision gets easier.
You know what gear to buy because you know your format. You know how to set up your studio because you know your show. You can pitch sponsors and book guests before you record a single episode -- because you have something real to show them.
Build your show blueprint for free with the Show Kit. Six lessons. About 10 minutes. You walk away with your show name, your pitch, your cover art, your ideal listener, and a full production plan all on one page.
What to Do Next
Here's your action plan:
1. Build your Show Kit (free, 10 minutes)
Get your show name, pitch, audience, format, and production plan on one page before you do anything else. [Link to Show Kit]
2. Set up your distribution
Create a YouTube channel and a Spotify for Creators account. These are your two upload destinations. Everything else distributes from there.
3. Set up your studio
Lighting, camera, mic, and a space that looks intentional. We have a complete step-by-step guide that walks you through the entire process from setting up your space to publishing your first episode. [Link to guide]
4. Stop waiting
There has never been a better time to start a video podcast. The tools are free. The platforms are ready. And you don't have to figure it all out alone.
Ready to start?Build your free Show Kit inside Podcast YourWay and get your entire podcast plan on one page in about 10 minutes.
