Jake Shapiro, Head of Creator Partnerships at Apple Podcasts, sits down with Podbiz to discuss where the money is in podcasting today, Apple’s rollout of HTTP Live Streaming (HLS) video, the business model behind dynamic video ad insertion, iOS 27 features like tvOS playback and episode search, and how creators can build and monetize long-term audiences.
Where is the money in podcasting right now?
Jake Shapiro: “I think the money is where the audience engagement is the strongest. Really where creators have cultivated a community, that’s where the attention is focused and where the most loyal, retained time spent is. The money follows that by and large. Instead of being scattered across moments of scrolling and swiping, podcasting has a much deeper, retained opportunity. Brands want to reach a highly engaged audience, and the same is true for premium subscriptions. On both sides, the bigger money follows where the loyal audience is for advertising and for your own direct monetization.”
Why has video podcasting surged in 2026, and what makes HLS a game-changer?
Jake Shapiro: “HLS, HTTP Live Streaming, really is a game-changer as an integrated video and audio experience, and as a foundation for podcasting’s growth in the next era. Apple Podcasts is open by design. Creators fully control their distribution and monetization. RSS is the protocol delivering MP3s, and HLS is an open standard that brings unique advantages into podcasting.
It seamlessly manages video and audio playback so you can watch, listen, or read along with transcripts. Critically, right out of the box, HLS supports dynamic interstitial—essentially dynamic ad insertion (DAI) for video.”
How does ad insertion and monetization work with HLS video?
Jake Shapiro: “By design, a lot remains the same as audio and MP3. You can still do baked-in ads or dynamic ads. Episodes are automatically downloaded for followers, ads are delivered by your ad partner, and impressions are tracked on ad servers.
What’s new is that HLS ads are both audio and video. If you get to an ad break while watching and then background the app, you keep listening to that same ad. That opens up visual companions like lower thirds, QR codes, or added brand information. Beyond visual companions, brands can run purpose-built video advertising. It allows creators and ad networks to tap into brand video demand on top of traditional audio campaigns.”
What is the commercial model behind HLS between Apple Podcasts, host providers, and ad networks?
Jake Shapiro: “There is no change in terms for hosting providers and publishers. The new piece is that we have a commercial agreement with the ad networks stitching in HLS dynamic ads. We announced a flat, impression-based fee—same global terms for everybody—just for those HLS paid dynamically inserted ads.
The intent is to create a premium floor and cover the technical delivery platform fee—not to participate in the ad market or take upside. We want to create a fully level playing field on the same terms for everybody.”
What new features arrived with the latest OS updates?
Jake Shapiro: “We brought video podcasts to the Mac with a totally revamped experience—full screen, picture-in-picture floating windows, and synced transcripts/chapters. But what’s super exciting is launching the reimagined Apple Podcasts app on tvOS. Any video podcast can now reach audiences directly on the biggest screen in the house in 4K with their own ads.
Another detailed feature I love on iOS is Search in Show. On any show page, you can search across all archived episodes using transcripts to find a specific guest name, topic, or quote. We also added a clear separation on the top of the app between new episodes and a Continue Playing row for picking right back up.”
How do podcast discovery and human editorial work on Apple Podcasts?
Jake Shapiro: “A lot of discovery happens through search, charts, and personalized recommendations. But importantly, we have a global team of human editors who hand-pick locally relevant shows, episodes, and channels, and review every pitch that comes in (creators can pitch at apple.co/podcastpromo).
When editors select a show, personalization helps route those selections to listeners most likely to connect with them. That human editorial combined with personalization allows shows to cross regional borders and build global reach.”
What early metrics are you seeing from shows that adopted video?
Jake Shapiro: “For top podcasts that added video, they grew their plays by more than 10%, grew audiences by over 20%, and saw an increase in net new followers of over 130%.
For example, TED’s How to Be a Better Human saw their unique audience grow by 93% and follows grow by 113% when launching video. The MeatEater Podcast saw 32% of non-followers convert into followers in their first week of re-stitching their video with HLS.”
What are you currently listening to and watching?
Jake Shapiro: “I’ve really enjoyed seeing shows like Geekly Squad, Las Culturistas, and Pablo Torre Finds Out light up on video. Friends Keep Secrets has a really unique visual approach, and Freakonomics’ Steven Dubner launched Better in Person, which layers in living-room guest interviews and visual scenes smoothly.
For a deep cut, there’s a comedy parody narrative limited series called Valley Heat. It takes place in a fictional neighborhood with a low-stakes crime story, and all the ad breaks are invented fake local business ads complete with custom jingles and backstories. It’s brilliant.”
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