How can HLS video, dynamic ad insertion, and omnichannel distribution transform podcasting—and creator revenue?
In this episode of PodBiz, Norma Jean Belenky and John Kiernan speak with Jake Shapiro, Head of Creator Partnerships at Apple, about the evolution of video podcasting on Apple Podcasts. Jake shares how Apple is implementing HLS (HTTP Live Streaming) video, opening up new monetization opportunities through dynamic ad insertion, and expanding consumption across Mac OS and tvOS in living rooms worldwide.
As he puts it: “Where creators have cultivated a community, that's really where the attention is focused... and the money follows that by and large.”
Here are some insightful moments within the episode:
• Why loyal audience engagement is the true engine for podcast monetization
• How HLS video seamlessly pairs with RSS while keeping creators in full control
• The big unlock of dynamic ad insertion (DAI) and visual companions for video ads
• Why video expands show reach, boosts completion rates, and supercharges follower growth
• New iOS 27 and tvOS updates, including search within shows and living room playback
• How human editorial curation and personalized discovery cross global borders
Jake Shapiro is the Head of Creator Partnerships at Apple, leading initiatives that support creators and podcast publishers worldwide. A pioneer in open digital media, he previously co-founded PRX (Public Radio Exchange) and RadioPublic, shaping open distribution standards, technology, and listener discovery for the podcasting industry.
Connect with Jake on LinkedIn:
Learn more about Apple Podcasts for Creators: podcasters.apple.com
Episode Chapters
(00:00) – Bringing video podcasts to the big screen with tvOS
(01:27) – Introduction to Jake Shapiro
(01:58) – Where is the money in podcasting?
(04:55) – Understanding HLS (HTTP Live Streaming) video
(08:06) – Dynamic ad insertion (DAI) and visual companion ads in HLS
(10:16) – Technical breakdown: Adaptive streaming and bitrates
(12:30) – Preserving RSS as the foundation of open podcasting
(13:06) – How video advertising and host reads work in HLS
(15:42) – Integrating video podcast content into social and omnichannel strategy
(17:23) – Dynamic ad network ecosystem fees and open platform access
(20:33) – iOS 27 updates: Mac OS video, transcripts, and living room distribution
(22:38) – Search within show: Finding topics, guests, and quotes in archives
(24:18) – How editorial curation and personalization drive listener discovery
(29:48) – What Jake is excited about: Mixed-mode consumption and industry convergence
(31:09) – Six-month data: Big lifts in plays, audience growth, and net new followers
(33:25) – Video as an additive channel for new audience discovery
(35:00) – Accessibility and automatically generated transcripts
(36:28) – What Jake is watching and listening to right now
Some Additional PodBiz Buzz…
“Where creators have cultivated a community, that's really where the attention is focused... and the money follows that by and large.”
“HLS really is a game changer in a lot of ways... a foundation for what we believe will be podcasting's growth in the next era.”
“Video isn't reducing what we're doing; it's only adding.”
","author_name":"Norma Jean Belenky & John Kiernan"}