Acast has launched the first integrated video advertising campaigns on Apple Podcasts, with State Farm and T-Mobile serving as the initial brand partners on the platform.

According to an announcement, the campaigns use Acast’s ad technology alongside Apple’s HLS technology to deliver combined audio and video creative in real-time. To date, 117 shows have enabled Acast’s Apple HLS video integration, producing more than 1,000 episodes for audiences primarily in the United States, France, the United Kingdom, Canada, and Australia.

Acast reports that 60% of daily HLS growth represents net-new listeners rather than existing users shifting behavior. The company also says that adding a video dimension to audio campaigns can extend total brand reach by up to 39%.

The launch follows consumption trends outlined in Acast’s “2025 Podcast Pulse” report, which found that nearly four in five global podcast listeners now both watch and listen to their favorite shows.

Brand and Executive Perspective

Laura Hagen, SVP Americas at Acast, framed the move as a commercial development. “This isn’t just a new feature; it’s a major commercial evolution,” Hagen said. “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 Head of Marketing Alyson Griffin cited shifting consumer behavior as the rationale for participation. “As consumer habits shift toward more visual podcast experiences, working with Acast allows us to lead the market with impactful, dual-format campaigns that capture both the eyes and ears of podcast audiences everywhere,” Griffin said.

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