Sponsored by Supporting Cast. Your brand, your site, your rules. 💅 Supporting Cast is the invisible engine that powers your premium experience. Integrate a seamless subscription flow directly into your own website. Stop being a "content provider" for someone else’s app. Be the destination!! Exclusive: Amazon Music begins rolling out video podcasts from today. Video podcasts will initially be available for customers in the US on iOS and Android, across all subscription tiers. A spokesperson told us: "In today’s rapidly evolving podcast landscape, video has emerged as an increasingly essential format for creators and their audiences. With more consumers engaging with video podcasts of their favorite shows, Amazon Music is introducing an integrated video podcast experience for customers, making it simpler for customers to watch a selection of their favorite podcasts without leaving the app. This early experience will help us gather valuable customer feedback to shape and enhance the experience." Amazon Music is initially launching video podcasts with Amazon's ART19, and has plans to expand to additional partners later this summer. Initial shows with video include Higher Ground's IMO with Michelle Obama and Craig Robinson, and Dear Media's Khloé in Wonder Land, Not Skinny But Not Fat and Let's Be Honest with Kristin Cavallari. ART19 and Amazon Music will work directly with creators and publishers to provide instructions on how to make their videos available on Amazon Music. Podnews is told that the app will use HLS video, including support for HLS multivariate playlists via an alternate enclosure in RSS. Videos remain hosted by the creator's podcast hosting company. A company spokesperson told us that the approach "maintains an open RSS ecosystem, meaning podcast creators retain full control over their hosting, ad inventory monetization, and audience targeting." There is no private API to submit video, and Amazon Music is not charging podcast creators or networks for access to video distribution. A number of podcast hosting companies offering video have already said that they aim to support video delivery using the alternate enclosure. Acast claims its the first to monetise Apple Podcasts' HLS video, signing campaigns with State Farm and T-Mobile. The company says that 117 shows have already enabled Acast’s Apple HLS integration, with over 1,000 video episodes published to date (on Acast, access to video is currently invite-only). HLS video with Apple Podcasts, like with Amazon Music, remains hosted by podcast hosts like Acast. At The Podcast Show in London next week Flightpath will unveil Revenue Optimizer, a tool that is built to ensure that publishers maximise the available revenue from advertising campaigns in their shows. (Brand Stage, Wed, 2pm) Muck Rack, a communications platform, will also be speaking at