Advertisers can now run integrated video and audio podcast campaigns on Apple Podcasts through Acast’s new offering.
Eliminating siloed media buys, the system allows advertisers to reach, scale and measure podcast audiences across audio and video formats in a single integrated approach.
The rollout brings together Acast, Apple Podcasts and Apple HLS technology, with early campaigns from State Farm and T-Mobile using the combined audio and video environment to deliver multi format advertising.
Acast says 117 shows have now enabled its Apple HLS video integration, publishing more than 1,000 episodes to audiences across the United States, France, United Kingdom, Canada and Australia.
The company also reports that 60% of daily growth from HLS activity is additive, indicating new audience expansion rather than shifts from existing listening behaviour.
This development reflects a wider move towards hybrid consumption. According to Acast’s 2025 Podcast Pulse report, four in five global listeners now both watch and listen to their favourite shows.
Acast also says adding a visual layer to podcast advertising can extend total reach by up to 39%.
Laura Hagen, SVP Americas at Acast, said: “Acast has spent more than a decade building the infrastructure that powers the global podcasting economy.
“Today, we are applying that expertise to define how video and audio coexist for the world’s biggest brands.
“This isn’t just a new feature; it’s a major commercial evolution. By partnering with innovators like State Farm and T-Mobile, we are setting the standard for how video podcasts are bought, sold, and measured.”
State Farm highlighted the shift in audience behaviour and the opportunity for brands to adapt to combined formats as podcast consumption becomes increasingly visual.
