What is iTunes Tags?
iTunes tags are Apple-specific XML namespace elements (prefixed with itunes:) that extend standard RSS with podcast-specific metadata. Originally created for the iTunes Store podcast directory, these tags became the de facto standard adopted by virtually all podcast platforms.
Essential iTunes Tags
Show-Level Tags (in channel)
<itunes:author>Jane Smith</itunes:author>
<itunes:owner>
<itunes:name>Jane Smith</itunes:name>
<itunes:email>[email protected]</itunes:email>
</itunes:owner>
<itunes:image href="https://example.com/artwork.jpg" />
<itunes:category text="Technology">
<itunes:category text="Tech News" />
</itunes:category>
<itunes:explicit>false</itunes:explicit>
<itunes:type>episodic</itunes:type>
Episode-Level Tags (in item)
<itunes:title>The Better Episode Title</itunes:title>
<itunes:duration>01:23:45</itunes:duration>
<itunes:episode>42</itunes:episode>
<itunes:season>2</itunes:season>
<itunes:episodeType>full</itunes:episodeType>
<itunes:explicit>false</itunes:explicit>
Tag Reference
| Tag | Level | Purpose |
|---|---|---|
itunes:author |
Show | Creator name displayed in apps |
itunes:owner |
Show | Contact for directory communications |
itunes:image |
Both | Artwork (3000×3000 recommended) |
itunes:category |
Show | Up to 3 categories for discovery |
itunes:explicit |
Both | Content advisory flag |
itunes:type |
Show | episodic or serial |
itunes:duration |
Episode | Length in HH:MM:SS or seconds |
itunes:episode |
Episode | Episode number |
itunes:season |
Episode | Season number |
itunes:episodeType |
Episode | full, trailer, or bonus |
Episode Types Explained
| Type | Purpose | Display Behavior |
|---|---|---|
full |
Regular episodes | Standard chronological listing |
trailer |
Show trailers | Pinned/featured in some apps |
bonus |
Extra content | May be grouped separately |
Show Types
| Type | Description |
|---|---|
episodic |
Episodes can be listened to in any order (default) |
serial |
Episodes should be listened to in sequence |
Why It Matters
iTunes tags are essential for professional podcast presentation across all major platforms. Despite the "iTunes" name, these tags are read by Spotify, Amazon Music, Podcast Index, and virtually every podcast app.
Why iTunes tags matter:
-
Category visibility: The
itunes:categorytags determine where your show appears in directory browse sections. Wrong categories = wrong audience. -
Search discoverability: Tags like
itunes:authoranditunes:titleinfluence how your show appears in search results. -
Proper display: Missing
itunes:imagemeans apps display a generic placeholder instead of your artwork. -
Episode organization: Season and episode numbers help listeners navigate your back catalog, especially for serial shows.
-
Content warnings: The
itunes:explicitflag protects family listeners and affects parental controls.
Impact of missing/incorrect tags:
| Missing Tag | Consequence |
|---|---|
itunes:image |
No artwork in directories |
itunes:category |
Poor discoverability |
itunes:duration |
No time display for episodes |
itunes:explicit |
Potential content policy issues |
The industry standard reality: Apple's market dominance when podcasting emerged meant their metadata format became universal. Even if you never submit to Apple Podcasts, you still need iTunes tags for other platforms.
How to Use This in Dispatch
All iTunes tags are automatically generated based on your show and episode settings:
Show-level tags from:
- Show Settings: Title, author, description, language
- Artwork: Automatically formatted and sized
- Categories: Select up to 3 from Apple's taxonomy
- Content settings: Explicit flag, show type
Episode-level tags from:
- Episode editor: Title, description, episode/season numbers
- Audio upload: Duration calculated automatically
- Content settings: Episode type, explicit flag
Automatic optimization:
- Artwork resized to meet minimum requirements
- Duration precisely calculated from audio
- Special characters properly encoded
- Categories mapped to directory taxonomies
Override options:
For advanced users, custom itunes:title and itunes:summary can differ from standard <title> and <description> if platforms need different content.