Apple Video Is Here — Does It Actually Hack Your Views?
- Madison Kuhlman
- Jul 9
- 5 min read
Apple Video for Podcasts has officially launched, and podcasters everywhere are asking the same question: is this the growth hack we've been waiting for? At AZ Pod Studio and Backlot Studios in Phoenix, we tested video across Apple, Spotify, and YouTube — and we sat down directly with Spotify staff to get real answers about organic reach for new creators. Here's what we found.
Key Takeaways
Apple Video and Spotify Video currently favor established, larger shows — neither gives reliable organic reach to new creators.
We've seen no measurable increase in reach from posting video on Apple or Spotify, even on our largest shows.
YouTube is the only platform giving every video a genuine, size-independent chance at organic discovery.
Apple's highest-leverage growth lever isn't video — it's reviews, despite the clunky submission process.
Spotify's clip beta program has no confirmed roadmap, according to Spotify staff themselves.
Video podcasting overall remains essential: YouTube now outpaces Netflix on connected TVs, and every episode fuels clip content for social.
Spotify Video: A System of Winners
Spotify Video has been available for a while, and yes, you can upload your video podcast there, including short clips through their beta clip program. If you already host your audio on Spotify's RSS feed, uploading the video version costs you little — it's a "why not" move if you have the time.
But when we asked Spotify staff directly about the odds of organic reach for smaller shows, the answer was silence. Spotify currently rewards big shows with organic pushes. Smaller, newer creators shouldn't expect the platform to surface their content just because they uploaded video.
Spotify's stated reasoning is that video improves engagement and watch time. We're skeptical. Most podcast listeners are commuting or walking when they tune in — audio-first environments where video adds little value. Spotify has yet to give a compelling reason why new creators should prioritize uploading video to their platform specifically.
Apple Video: New, Costly, and Unproven
Apple entered the video podcasting space just a couple of months ago. Apple remains the most dominant platform for audio consumption, so your audio podcast absolutely needs to be there (and on Spotify). Video is a different question.
If you have the time, upload the video version — there's little downside. But be aware: video files are larger, and many hosting platforms charge more once you start uploading video content.
Apple's pitch mirrors Spotify's: upload video, gain retention, gain traction, gain organic growth. In practice, Apple is also a system of winners. If you want to move the needle on Apple, the highest-leverage action isn't video — it's reviews. Apple weighs reviews heavily, but the review submission process is notoriously clunky, and even your most loyal listeners will get confused trying to leave one.
Bottom line on Apple Video: only pursue it if you have time to spare. We've seen no measurable increase in reach from posting video versus audio-only, even on our largest shows.
YouTube: The Only Platform Giving Organic Reach to Everyone
YouTube is the longest-running player in video, and it's the only one of the three actively giving new creators a fair shot. It is not a system of winners — every video gets a chance to perform on its own merits.
We recently attended a session with representatives from YouTube's algorithm team and YouTube's podcasting team. Their message was consistent: a good video gets a chance to win, and a great video will win. YouTube also lets you connect Shorts to your full-length video, so a short clip can perform in the Shorts algorithm (a completely separate system from the standard browse algorithm) while still funneling viewers back to the long-form episode.
YouTube has been aggressively investing in podcasting, and that trend shows no sign of slowing down.
So, Is Apple Video the Ultimate View Hack?
No — not yet. Here's the verdict, platform by platform:
YouTube is a must. Don't miss this platform; it's actively rewarding creators who put in the work, regardless of channel size.
Spotify Video is optional. If you have spare time and resources, upload it — there's nothing to lose. If you don't, it's safe to deprioritize for now.
Apple Video is optional, for now. We've seen no meaningful reach increase from video uploads, even on our biggest shows. Apple and Spotify both currently favor established creators over emerging ones, which is a missed opportunity for both platforms to build loyalty with the next generation of podcasters.
Video podcasting itself, however, is not optional. YouTube is now watched more on connected televisions than Netflix, and every video podcast episode gives you raw material to cut into clips for social media — one of the highest-leverage strategies available to podcasters today.
Q&A: Apple Video, Spotify Video, and YouTube for Podcasters
Q: Is Apple Video worth uploading for a new podcast? A: Only if you have extra time and resources. We've seen no measurable increase in reach on Apple, even for large, established shows. Your energy is better spent optimizing your Apple Podcasts reviews, since reviews are one of Apple's most weighted ranking factors.
Q: Does Spotify give organic reach to new or small podcasts? A: Not currently. When asked directly, Spotify staff confirmed that organic reach favors larger, already-successful shows. New creators shouldn't expect video uploads alone to drive discovery on Spotify.
Q: Is YouTube different from Apple and Spotify for podcast growth? A: Yes. YouTube is the only platform of the three currently giving every video, regardless of channel size, a genuine chance to be discovered. According to YouTube's own algorithm and podcasting teams, a great video will win on merit.
Q: What is Spotify's clip program, and is it worth using? A: Spotify's clip beta lets you post short clips linked to your long-form video. It's been in beta for a long time with no roadmap for expansion, according to Spotify staff themselves. We've seen no measurable value from using it.
Q: Should I still invest in video podcasting overall? A: Yes. Video podcasting is the future of the medium — YouTube is now watched more on television than Netflix — and every video episode gives you clip content for social media, which remains one of the most effective growth strategies available.
Q: What's the single highest-leverage action on Apple Podcasts? A: Getting reviews. Apple weights reviews heavily in its ranking, though the review-leaving process is difficult enough that even engaged listeners often give up partway through.
Q: How does YouTube Shorts connect to long-form podcast episodes? A: You can link a Short directly to its corresponding long-form video. The Short can gain traction in YouTube's separate Shorts algorithm, then drive viewers into the full episode — giving you two distinct discovery paths from one piece of content.
Ready to start or scale your video podcast? Backlot Studios and AZ Pod Studio in Phoenix offer full production support, from recording to post-production to distribution across Apple, Spotify, and YouTube. Connect with us for seminars and upcoming events in the podcast space — and don't miss next week's episode.
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