Apple turns on HLS video in Apple Podcasts and rewrites the business rules while keeping files with hosts. We unpack the listener experience, creator workflows, dynamic ads, costs, open standards, and what Spotify and YouTube might do next, with insights from Justin Jackson.

• HLS explained and why it matters for control
• What listeners get on iOS and when it ships
• MP4 feeds versus HLS delivery trade-offs
• Supported hosts at launch and why ad-tech drives it
• Delivery metrics vs true attribution for advertisers
• Apple’s per-ad tech fee and billing model
• Rising CDN request costs and host pricing changes
• Audio switching, manifests, and separate audio renders
• Alternate enclosure for wider app distribution
• Tags that should be next: person, location, live
• Industry reactions from publishers and ad leaders
• Live video, platforms, and monetisation experiments

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