The competition for video podcast audiences is becoming a competition for advertising revenue, and Apple Podcasts is the latest platform to make a move.
On November 4, AdsWizz, the advertising technology company owned by SiriusXM, announced expanded access to its video podcast monetization capabilities on Apple Podcasts. Following early testing with selected publishers, the technology allows participating creators and publishers to distribute and monetize video podcasts while retaining control over their content and advertising relationships.
It's another indication that video is becoming central to podcasting's commercial future, as platforms compete to offer creators more ways to earn from their audiences.
Podcast advertising has traditionally revolved around audio sponsorships, host-read endorsements and advertisements inserted into episodes. Video introduces additional opportunities, including visual brand integrations, product demonstrations and campaigns that can reach audiences across multiple formats.
For AdsWizz, the development is about extending its existing advertising infrastructure into video rather than requiring publishers to operate entirely separate commercial systems.
The company says its technology is designed to create incremental revenue opportunities while allowing publishers to maintain an audio-led distribution strategy.
The announcement comes as YouTube and Spotify have already made substantial investments in the video podcast market.
In February 2025, YouTube announced that podcast content attracted more than one billion monthly active viewers. Its search, recommendation and advertising systems have helped make the platform a major destination for full-length podcast episodes and clips.
YouTube also reported that audiences watched more than 700 million hours of podcasts on living-room devices in October 2025, illustrating how podcast consumption is increasingly competing with traditional television viewing.
Spotify has pursued a different approach, introducing creator monetization tools that combine advertising with payments linked to video engagement.
Its Spotify Partner Program offers eligible creators advertising revenue and payments based on engagement from Premium subscribers watching video podcasts in selected markets.
Spotify reported that video podcast consumption increased by more than 20% during the program's first month in early 2025, although those figures reflect the company's own reporting.
With Apple expanding its video monetization options, publishers now have another commercial consideration when deciding where to distribute their content.
Can Video Podcasting Deliver More Revenue?
For creators, the appeal of video is easy to understand. A single conversation can become a full-length episode, several social media clips and a source of content for multiple platforms.
Those formats can help attract new audiences and create additional sponsorship opportunities, but they also introduce costs.
Producing a polished video podcast often requires cameras, lighting, studio space and additional editing. For independent creators, that investment can be difficult to justify without a clear path to revenue.
This is where the competition between platforms becomes particularly important. A creator might generate substantial views on YouTube but earn more from direct sponsorships or a smaller, highly engaged audience elsewhere. Similarly, monetization programs may offer attractive opportunities while imposing eligibility requirements that exclude smaller or newer shows.
Advertising measurement adds another complication. A podcast might be heard on an audio app, watched on YouTube and discovered through clips on Instagram or TikTok. Understanding how those audiences overlap, and what value they deliver to advertisers, remains challenging.
As podcast advertising expands across formats, brands will increasingly want reliable ways to compare audiences, measure performance and understand the returns on their spending.
The companies that make those processes easier could gain an advantage over competitors focused primarily on attracting the largest audiences.
For creators, the decision is becoming more nuanced. Distribution reach, advertising revenue, ownership of content and control over commercial relationships all matter when choosing a platform strategy.
AdsWizz's expansion on Apple Podcasts gives publishers another option in a market that is becoming more competitive.
Whether that competition ultimately benefits creators will depend on how much additional revenue these systems deliver, particularly for independent shows that cannot afford to invest heavily in video without a dependable return.
