Spotify has announced plans to adopt Apple Podcasts’ new HTTP Live Streaming capabilities. The move will allow users to seamlessly upload videos to both plaftorms.
What We Know: Apple and Spotify are aligning on video podcast distribution, a development that could reshape how creators reach audiences across platforms. Earlier this year, Apple rolled out a major upgrade to its video experience in Apple Podcasts, deploying HTTP Live Streaming technology to improve how video shows are delivered and consumed. The update shipped for iPhone, iPad, Apple Vision Pro, and the web in late March. Now, Spotify has announced plans to adopt Apple’s HLS technology for video podcasts as well. That move would let creators distribute video content to both Apple Podcasts and Spotify without overhauling their existing setup.
What They Said: “Starting this year, Spotify for Creators and Megaphone will support Apple Podcasts’ HLS video technology. This will enable Spotify-hosted creators to distribute their video podcast content across platforms, reaching audiences on both Spotify and Apple Podcasts without changing their existing setup — a major step toward truly platform-agnostic video distribution.” -Spotify
What Remains Unclear: Beyond distribution, Spotify says it’s also working to support monetization for video content on Apple Podcasts, so creators won’t have to choose between audience reach and revenue. The company adds that it’s actively coordinating with Apple on the integration. However, a firm timeline hasn’t been announced — Spotify says more details are coming soon.
What It Means: It feels like a surprising move by Spotify. The company has done everything it can in the past to own the podcast space. Adopting the new Apple Podcasts update for enhanced video podcasts is a shift in strategy. However, the goodwill from creators likely outweighs any negatives from the collaboration.
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.
