From Phone Screens to Smart TVs: Spotify’s Big‑Screen Push
Spotify is moving beyond phones and laptops, bringing video podcasts and music videos directly to smart TVs, gaming consoles and even in‑car displays. Updated apps for big‑screen devices now handle high‑definition video more smoothly, so you can start watching a show on your commute and seamlessly cast or switch it to your television when you get home. Spotify is also working with hardware makers to make its video experience feel native on devices like streaming sticks and set‑top boxes, aiming for a lean‑back viewing mode rather than a purely mobile‑first experience. This expansion matters because it keeps listeners inside Spotify for longer sessions and shifts some podcast consumption from background audio to active viewing. That deeper engagement is attractive to advertisers and gives creators new ways to reach audiences who increasingly expect video podcast platforms to work everywhere, including the biggest screen in the house.
Why HLS Streaming Technology Changes the Game
Under the hood, Spotify is reshaping its infrastructure by adopting Apple’s HTTP Live Streaming, or HLS, across Spotify for Creators and Megaphone. HLS is a widely used streaming technology that breaks video into small chunks and adjusts quality on the fly, making playback smoother on varying connections and devices. It also enables features that are crucial for modern podcasting: seamless switching between video and audio‑only modes, offline downloads and support for dynamic ad insertion. These capabilities align tightly with Spotify’s strategy. Listeners can watch when they’re in front of a TV, then drop to audio‑only when they lock their phone or switch apps, without stopping the show. Advertisers, meanwhile, gain more flexible ad delivery across formats. By building on the same tech stack that powers video for companies like Microsoft, Google and Twitch, Spotify positions itself as a more robust and scalable video podcast platform.
Opening the Door to Apple Podcasts and Other Apps
Spotify’s adoption of HLS also breaks down some of the walls around its once‑closed video ecosystem. Apple recently added HLS support to its Apple Podcasts app, which means that video podcasts hosted on Spotify’s infrastructure can now be distributed to Apple Podcasts and other HLS‑aware apps. In practice, shows that were previously tied tightly to Spotify could become available on more players, giving creators broader reach without requiring them to abandon Spotify’s hosting tools. At the same time, Spotify is expanding its Distribution API to podcast hosting companies like Audioboom, Libsyn, Podigee and others. These partners can send video content into Spotify, tap into its video analytics and choose whether to adopt features such as video‑specific monetisation tools. For apps that still rely on traditional audio‑only RSS and do not support HLS, Spotify says those audio feeds will remain available, ensuring that listeners are not locked out during the transition.
Competing With YouTube for the Video Podcast Audience
Taken together, big‑screen apps and HLS streaming technology are clearly aimed at one rival: YouTube. YouTube has long been the default home for video podcasts, thanks to its massive audience and easy support for smart TVs, consoles and set‑top boxes. By making video a first‑class experience on those same devices and offering creators detailed analytics, Q&A tools and video polls, Spotify is trying to keep both viewers and podcasters inside its own ecosystem for longer. This strategy doesn’t abandon audio—Spotify stresses that audio‑only playback remains central—but it recognises that many fans want to watch their favourite hosts as much as they want to listen. If Spotify can deliver reliable smart TV podcasts, flexible playback that glides between screens and competitive monetisation options, it becomes a more credible alternative to YouTube for video‑first shows. The outcome will depend on how quickly creators and hosting platforms embrace HLS‑based distribution and Spotify’s new tools.