Buzzcast: Apple’s New Video Announcement Explained

Podcast: Buzzcast (Host: Buzzsprout)
Date: February 20, 2026

Overview

This episode dives deep into Apple's recent announcement regarding video podcasting on Apple Podcasts, clarifying what "video arrives this spring" actually means, the technology behind it (HLS), and the real-world implications for podcasters—especially indie creators. The Buzzsprout team discusses industry rumors about their stance on video, explores the technical and business challenges around supporting video podcasts, and offers practical advice for podcasters who may feel pressure to jump into video.

Key Discussion Points & Insights

1. Buzzsprout’s Position on Video Podcasting

• Rumor Correction: The team addresses a rumor mentioned in the Pod News Weekly Review that "Buzzsprout will never do video," further fuelled by a dramatic misquote ("hell will freeze over before they do video") attributed to them.
  • [00:25] B: “I think he said something like buzzsprout said that hell will freeze over before they do video or something like that.”
• Clarification:
  • Buzzsprout isn't philosophically opposed to video podcasts; rather, they haven't found a sustainable business model for indie creators to host video podcasts due to much higher hosting and streaming costs compared to audio.
  • [03:27] B: "Our position... is not that we will never do video podcasting. It's a 'we haven't figured out how it makes sense yet.'"
• Personal Irony:
  • One host jokes that "hell has frozen over" in their personal life, as they regularly create short-form video content now, despite previous resistance.
    • [04:14] A: “Hell is frozen over in the, in my life. Already.”

2. Apple’s New Video Podcasting Rollout – What’s Really New?

• Background: Apple Podcasts has always had some form of video support, but their announcement signals a new type of integration, via HLS video, streamlining the process for podcasters and listeners.
  • [04:27-05:05] C & B: Apple is updating the platform to allow a single podcast feed to contain both audio and video episodes/files, instead of requiring separate RSS feeds for each.
• Technical Details (HLS):
  • HLS (HTTP Live Streaming) allows adaptive streaming based on the listener/viewer's bandwidth.
    • [05:50] B: “It’s basically just multiple versions of a video file chunked up into a playlist. ... It can adapt ... so it makes for a very good video playback experience.”
  • Apple now references HLS in their support docs, which feels “un-Apple-like” as they publicly discuss implementation details.
    • [05:50] B: “They dove too much into the tech. ... It just felt very unappily in a way that left a bad taste in my mouth.”

3. The Host-Apple Partnership Model & Who Can Participate

• Launch Partners:
  • Initially, only four major podcast hosting and ad companies (Acast, Art19, Omni, and Simplecast) are on board.
    • [11:06] B: “All of the launch partners are not just podcast hosting companies, they are also ad providers.”
• Why These Partners?
  • These companies already offer dynamic ad insertion on their hosted shows and control the ad pipeline end-to-end, making it easier for Apple to enforce contractual agreements and receive a share of ad revenue.
  • [12:58] B: “These networks have gone to Apple and negotiated this... how do we justify our cost to do all this? ... [Apple] want[s] a cut per impression.”
• Limitations for Indie Podcasters:
  • Podcasters outside these networks or without large-scale, ad-supported shows can't yet access this HLS video integration. Even for those using partner hosts, entrance is likely “by invitation/waitlist only.”
    • [11:59] B: “I think... this is not available to the everyday podcaster.”

4. Potential Technical Standardization & Industry Impact

• Standardization by Example: Apple’s detailed technical requirements set a de facto industry benchmark for video podcasting, much as they have for podcast artwork or categories in the past.
  • [15:48] A: “I like that Apple is like, okay, we’re getting into this, we’re a big player. Here’s how we want it. ... Most third-party companies ... will at least have some sort of prior art to follow.”
• Possible Expansion:
  • In the future, the team speculates Apple may broaden eligibility to more hosts and potentially ease requirements for shows that don’t use dynamic ad insertion, but nothing is confirmed.
  • [11:46] B: “In the future, Apple says... we’re going to expand this program.”

5. Should Indie Podcasters Worry About Video?

• Cost & Complexity:
  • Hosting and producing video content is far more expensive and time-consuming than audio, especially given the current limitations for smaller shows.
    • [16:33] C: “For most podcasters it doesn’t make sense to create video podcasts in the sense of like budget because ... it can cost a lot of time and effort.”
• Discoverability – The Real Draw of Video:
  • The only platforms where video truly gives a visibility boost are YouTube and, to a lesser extent, Spotify, due to their powerful recommendation algorithms.
    • [19:30] B (quoting Ashley Pritchard):

      “The reason video podcasts matter is YouTube. YouTube has an algorithm that puts your content in front of people who’ve never heard of you. ... Apple Podcast has none of that.”

• Apple’s Model is Opt-in, Not Algorithmic:
  • Unlike YouTube, Apple Podcasts does not currently promote new or niche video podcasts via algorithms, so video there serves mainly established audiences.
    • [18:16] A: “One of the really nice things about the setup they have now is they are making a really nice way for people to consume content from the creators they actively opt into.”
• Practical Advice:
  • Podcasters shouldn’t feel pressured to jump into video just because of industry headlines; instead, they should assess if video serves their format, audience, and resources.
    • [21:31] B: “...don’t feel any more pressure just because Apple is adding it. ... The reason to do video is because you like it, or because you have more time...”
  • Listeners rarely distinguish between audio and video podcasts when discovering or subscribing.
    • [22:40] B: “They never ask me, is that a video show or is that an audio show? ... I don’t think they care.”

6. Buzzsprout’s Commitment Going Forward

• Supporting Podcasters:
  • The team reiterates their commitment to evaluating new developments (like HLS video), sharing best practices, and helping creators understand when, why, or how to expand into new formats.
    • [23:47] A: “If we do support it, [we’ll] teach people how to do that, and if we don’t, [we’ll] show them the best podcast host that does support it for indie podcasters, 100%.”

Memorable Quotes & Moments

On Buzzsprout's Attitude Toward Video

• [01:07] B: “We love audio podcasts. Like, love, love, love. I do not love video podcasts. That’s been our position.”
• [03:27] B: "[It's not] that we will never do video podcasting. It's a, we haven't figured out how it makes sense yet."

On Apple’s Technical Communication

• [05:50] B: “They dove too much into the tech. ... It just felt very unappily in a way that left a bad taste in my mouth.”

On Industry Ripple Effects

• [15:48] A: “When [Apple] give [standards] to you, they end up becoming default for everybody.”

On Algorithmic Discoverability

• [19:30] B (quoting Ashley Pritchard):

  “The reason video podcasts matter is YouTube. ... Apple Podcast has none of that.”

On Indie Podcaster Pressure

• [21:31] B: “Don't feel any more pressure just because Apple is adding it. That’s not the reason...”

On Audience Behavior

• [22:40] B: “They never ask me, is that a video show or is that an audio show?... I don’t think they care.”

Important Timestamps

• [00:25] — Rumors about Buzzsprout's anti-video stance
• [03:27] — Official clarification and business model challenges
• [04:27] — Apple announces HLS video support
• [05:50] — Explaining HLS and Apple's deep-dive into tech
• [09:36] — Launch partner system, why it’s limited
• [11:06] — Role of ad providers and exclusivity
• [15:48] — Apple setting standards for the industry
• [16:33] — Real implications for indie podcasters
• [18:16] — How discoverability works (or doesn’t) on Apple
• [19:30] — Why YouTube, not Apple, is the video discoverability king
• [22:40] — Listeners’ indifference to format
• [23:47] — Buzzsprout’s commitment to education and support

Final Takeaways

• Apple’s update is a backend and UI overhaul, not a democratization of video podcasting—for now, it’s only for the biggest players.
• Video podcasting remains an expensive, complex venture for indie creators, and its main benefits (growth/discoverability) still reside on YouTube, not Apple Podcasts.
• Buzzsprout continues to evaluate the viability of supporting video and will guide creators based on real-world feasibility—not FOMO or hype.
• Podcasters should remain focused on serving their audiences where it makes sense technically, economically, and creatively.

[24:12] C: “All right, well, I hope that this cleared up any confusion on a Buzzsprout's stance on if hell will freeze over before we do video, and also what video podcasting actually means for the everyday creator.”