Apple adding new video capabilities to its podcasting app

Apple is adding new video features to its Apple Podcasts app amid a rise in video podcast consumption and similar moves from its competitors.

Apple said Monday that once video launches on Apple Podcasts fully, users will be able to toggle between watching or listening to a podcast and will also be able to download video podcasts to watch offline.

The video capabilities launched for testing Monday on beta versions of the latest Apple operating system for phones, iPads and virtual reality headsets.

Full video podcast capability is expected on Apple Podcasts in the spring, Apple said.

Previously, the app distributed video and audio-only podcasts separately, meaning that shows offering both audio-only and video for their episodes had to have dual entries on the app, according to Variety.

Apple’s pivot to video matches changes in how audiences engage with podcasts.

A study from market research firm Edison Research last year found that 37% of Americans ages 12 and up watched a video podcast at least once a month and that 26% watched a video podcast weekly.

The pivot also matches efforts by Spotify and YouTube.

Spotify offers video podcasts on its app and also licensed a selection of its biggest in-house shows to also be streamed on Netflix. Netflix in turn also offers shows from Barstool and iHeart Media.

Video platform YouTube also hosts a number of video podcasts on its platform. Among consumers who watch video podcasts at least once a week, 31% said YouTube was the main way they found new shows to watch, according to the Edison Research study.