Podcast video monetization just got a clearer path on Apple Podcasts. On November 4, 2026, AdsWizz expanded video podcast monetization on the platform after early testing, so publishers and creators can pair existing audio ads with branded companion banners instead of producing new video creatives. That matters because podcast audiences already treat audio and video as one medium, and open platforms still need a way to turn dual format viewing into sellable inventory.
This guide walks through what AdsWizz announced, what Edison Research says about dual format reach, where Apple sits among weekly platforms, and five practical steps to capture podcast video monetization without rebuilding your ad ops stack from scratch.
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What AdsWizz Announced for Apple Podcasts
According to the SiriusXM AdsWizz press release dated November 4, 2026, AdsWizz expanded access to its video podcast monetization capabilities for Apple Podcasts to publishers and creators, following early testing with select publishers. The company says it powers one in four ads across the global open ecosystem and has monetized more than 1.3 trillion impressions across streaming and podcasting over the past decade.
The product pitch is intentionally audio led. AdsWizz enables creators to extend existing audio advertising campaigns into video by pairing audio ads with branded companion banners, without requiring new video ad production. Creators can use the AdsWizz podcast monetization network for advertiser demand, dynamic ad insertion and measurement, with Simplecast analytics for how audiences engage across formats.
Anne Frisbie, Group Vice President, Global Supply at AdsWizz, said: "For more than 15 years, AdsWizz has served as an operating system powering the open audio ecosystem, connecting creators and publishers with advertisers at scale." She added that the solution gives podcasters and video first creators a new way to reach audiences on Apple Podcasts and monetize those audiences, while giving advertisers one access point to premium podcast inventory that is easier to buy, with the measurement advertisers expect from digital media.
Why Dual Format Audiences Change Monetization
Podcast video monetization only works if enough people already watch. Edison Research's Infinite Dial 2026 found that 80% of Americans age 12 and older have ever listened to or watched a podcast, about 230 million people. Monthly consumption reached 58%, an estimated 167 million, and weekly consumption reached 45%, about 130 million.
For the first time, more than half of respondents, 57%, said they have both listened to and watched a podcast. Tubefilter's coverage of Infinite Dial 2026 quoted Edison Research VP Megan Lazovick: "Video isn't replacing podcast audio. It's expanding the tent." Tubefilter also quoted Lazovick: "Whatever your feelings on video podcasts, the data is clear: this is a dual-format medium now." Radio Ink echoed that dual-format framing. You can also read Edison Research's Infinite Dial 2026 report directly.
That mix is the commercial opening. Listeners still need audio inventory in cars and earbuds. Viewers create a second surface for branding. Reusing audio campaigns on the video surface fits how audiences already behave.
Where Weekly Podcast Consumers Spend Time
Platform share still shapes where video podcast ads are practical. Radio Ink, citing Edison's Podcast Metrics study alongside Infinite Dial 2026, reported that among weekly podcast consumers, 39% name YouTube as their primary podcast service, ahead of Spotify at 20% and Apple Podcasts at 11%.
Apple is not the largest weekly destination, which is exactly why AdsWizz's expansion matters for open ecosystem publishers. YouTube already has mature video ad systems. Spotify has its own marketplace. Apple Podcasts has long been a distribution default for RSS based shows. Extending monetization there gives independent publishers a chance to sell dual format inventory without leaving the open feed.
If you are still mapping basic network and sponsor options, start with our guide on how to monetize a podcast in 2026. The AdsWizz move sits on top of that foundation rather than replacing it.
Podcast Ad Revenue Context for 2025
The money around video capable podcast ads is growing even while definitions blur. The IAB Internet Advertising Revenue Report for full year 2025, conducted with PwC, put U.S. podcast advertising at $2.862 billion, up 17.6% year over year. The accompanying PDF lists the figure as $2,862.2 million. The report notes that this year's figures still reflect the traditional audio based definition of a podcast, but that definition is rapidly expanding as video becomes the leading channel for podcast consumption.
That caveat is useful for publishers. Buyers may budget "podcast" dollars against audio, video or both. Measurement, dynamic insertion and clear format labeling matter more when a single show ships as an MP3 and a video file. For a deeper look at how insertion works across newsletter adjacent podcast tools, see our note on dynamic ad insertion for podcasts.
Companion Banners Without New Video Ads
The operational win in the AdsWizz announcement is production cost. Pairing an audio ad with a branded companion banner lets a campaign travel into a video player without a separate video shoot. Publishers keep control over content and advertiser relationships while tapping AdsWizz demand, dynamic ad insertion and measurement.
That does not erase creative work. You still need show level brand safety, category exclusions and clear rights for video distribution. It does remove the false requirement that every monetized video episode needs a custom video spot. For publishers already selling display and CTV style inventory, companion banners look closer to a familiar companion unit than to a full video production line. Our CTV advertising for publishers guide covers how video demand thinks about viewability and brand context on larger screens.
5 Proven Steps for Podcast Video Monetization
1. Confirm where your weekly audience already watches
Use your host analytics and Simplecast style cross format reports before chasing every platform. If Apple is a meaningful share of downloads and YouTube is where watch time lives, plan monetization per surface rather than forcing one ad product everywhere.
2. Enable video distribution on Apple without orphaning the RSS feed
Keep the open feed healthy. Treat Apple video monetization as an incremental surface so audio only listeners are not cut off when you add video files or chapters.
3. Reuse audio campaigns with companion banners first
Start with existing audio creatives plus branded companion banners, matching the AdsWizz model, before commissioning video spots. Measure completion, companion clickthrough and advertiser renewal, not vanity view counts alone.
4. Wire dynamic ad insertion and category controls
DAI lets you swap midroll and postroll by geo, show and advertiser rules. Set brand safety exclusions early so dual format inventory does not surprise sponsors when a video thumbnail changes context.
5. Package dual format as one buy for advertisers
Sell audio plus companion video inventory as a single campaign with shared measurement. Advertisers already want one access point to premium podcast inventory. Make the packaging match how AdsWizz and buyers describe the deal.
Video capable podcast ads are no longer a side experiment for open ecosystem shows. AdsWizz's Apple Podcasts expansion, Edison's dual format majority and IAB's expanding podcast definition all point the same way: audio led campaigns that travel into video will define the next revenue layer for publishers who already own the relationship with their audience.