Trending February 2024 # 10 Reasons Why You Need To Add Podcasts To Your Content Strategy # Suggested March 2024 # Top 4 Popular

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Some time ago, I stopped listening to the same, tired Spotify playlist every morning and began listening to podcasts.

Packed with information and the perfect sprinkle of entertainment and light-hearted banter, podcasts are incredibly engaging and a useful medium for businesses and listeners alike. They are the sleeping giant of content types, though.

Most businesses don’t understand the true potential behind podcasts. And there’s a huge number of reasons why they are the perfect addition to any existing content strategy.

Let’s explore ten of the top reasons to add podcasting to your content assets.

1. Podcasts Have Low Competition

The content marketplace is competitive, like really competitive.

Successful digital marketers find big wins with their content when they find a content type or topic with high engagement and low competition. That’s exactly what a podcast provides.

While there are around 80 million Facebook business pages, there’s only 700,000 podcasts airing. This number shrinks when you search by topics.

There may be only a handful of other podcasts discussing the topics relevant to your business, with hundreds-to-thousands of listeners.

With this low competition, it’s far easier to have your podcast stand out and gain listeners!

2. Engaging & Convenient for Listeners

Podcasts require little effort to engage with, on the listener’s behalf.

Unlike written blog content, which has to be read, or even videos that require audiences to sit and watch.  All a podcast listener has to do is hit play and listen.

It’s the perfect content type for multi-tasking, which most of us are doing on a constant basis anyways.

If content is too demanding of time or attention, it’s hard for audiences to want to engage.

3. Another Mobile-Friendly Content Option

Part of the low-effort, multi-tasking richness of podcasts is due to how mobile-friendly this medium is.

As I mentioned, I enjoy listening to my favorite podcasts during my commute, through my smartphone. And, I’m not alone; 69% of podcast listeners are on their mobile devices.

As we increasingly choose mobile devices over other technologies, adopting mobile-friendly content types is important.

It’s easy for podcast listeners to consume this content while they are on the move, whether at the gym, in the car, relaxing at home, or elsewhere.

4. Growing in Popularity

The number of podcast listeners is growing.

There were 48 million weekly podcast listeners in 2023, according to Statista data. This audience is expected to grow to 115 million by 2023.

This is a big turning point for podcasts and an important time period for marketers looking to begin creating a podcast.

Now is the time to get started, since more businesses are going to begin creating this content and developing their audiences.

Getting into the podcast game now will allow you to beat the crowd and begin developing an audience before the heavier competition sets in.

5. Podcast Audiences Are Extremely Loyal

Developing a podcast audience ahead of the competition is incredibly important because listeners are loyal to their favorite programs.

They establish relationships with the host(s) and want to check back each time there is a new podcast episode.

If you can establish a strong audience before the podcast boom, it will be hard for your competitors to attract those listeners to their own shows.

This loyalty also translates to other marketing channels. For example, podcast listeners are 20% more likely to connect with a brand on social media.

When the podcast is over, audiences will turn to channels like social media to continue the conversations and interact with each other and your business.

6. Interactive Options for the Audience

One of the reasons that podcasts are so engaging and foster such loyal audiences is because they are very interactive.

Hosts can create audience polls, answer questions, and take “calls,” just like a traditional radio show. This helps pull listeners into the show and makes consuming the content feel more like an interactive experience, rather than simply listening to audio.

This interactivity helps solidify that connection with audiences. Very few content types offer this level of brand-customer interaction.

You can also interview other experts in your industry, which helps build your professional network and establishes credibility in your field.

7. Scalable Costs for the Creators

In terms of creation costs, podcasts are scalable. Like photo and video content, the cost to create is really dependent on quality.

Smartphones shoot exceptional videos and photos, but if you want to raise that content to the next level, then you need to invest in more expensive equipment.

The same is true for podcasts. You can capture good audio with relatively cheap equipment bought on Amazon. However, the quality may not be up to par with what audiences are used to from long-established podcasts.

As you develop your audience, you may decide to increase your podcast budget to include more expensive equipment. Luckily, this is totally controllable; you can scale costs to meet the demands of your audience.

8. Establishing Thought Leadership

Aside from offering customers value, one of the primary reasons that we develop content is to establish credibility and a reputation as a thought leader in the market.

This is why informative articles, case studies, guides and all manner of other well-research content assets are so valuable.

They help showcase to audiences that you provide helpful information and solutions to their questions and problems.

Podcasts are very impactful at growing this reputation as a credible, expert source because audiences get to hear it right from your own mouth.

If you’re passionate and invested in what you do, as most business owners and marketers are, then it should be no problem conveying these emotions across in a podcast.

Audiences will hear it in your voice!

9. Disposable Income Demographics

The average listener earns around $10,000 more than the average U.S. consumer, according to a 2024 report on podcast consumers. And, 15% of listeners earn over $150,000.

These individuals are also more likely to be college-educated than the typical consumer, as well. Thus, they are more open to absorbing new information, learning about complex ideas and purchasing decisions.

10. Content Publishing Consistency

All of your blog posts and other content pieces should be scheduled, but audiences may not ever take notice, like they will with a podcast.

If your podcast airs on the same day each week (or same time each day), listeners will get used to the schedule. They’ll expect and anticipate the release of each podcast episode.

Not only does this help build buzz surrounding your show, but it also guarantees that your business’ name stays on the minds of audiences all week long. This does wonders for brand awareness,

Conclusions

Podcasts bring a lot of benefits to a business’ posting strategy.

Some of these benefits, however, are dwindling, as these online, radio-like shows become more popular. The competition for podcast audiences is heating up.

If you’ve ever thought about beginning to record a weekly, or even monthly, podcast for your customer to listen to, now is the time to start!

You’ll be able to establish that loyal audience, before your competitors enter the podcasting space.

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Why You Need A Content Management System For Your Signage Network

This is part one of our look at the why and how of using a content management system (CMS) with a digital signage network. Read part two for insights into how to choose the best CMS for your business’ display strategy.

Although it’s often possible to run a digital display from a USB drive, a network with any sophistication, complexity or scale needs proper planning and a management system that enables businesses full control of their content. An effective content management system (CMS) allows end users and solution providers to develop, organize, target, schedule and distribute content more quickly and easily, and then monitor and manage the displays that share this content.

If you only have one or two screens in a single location, running a small set of files over and over with rare changes, then looping playback from a standard USB drive might be sufficient. But most end users need to do far more with their screens — and that requires software that’s tailored to the task.

Content

Digital signage CMS platforms, like Samsung’s MagicINFO, provide a range of tools and capabilities. At a minimum, they provide file upload capabilities and the option to store and review images and videos. Many of the well-established or more sophisticated platforms on the market will have content authoring tools, which allow users to build media from scratch or use predesigned, preloaded templates to fast-track their designs. These tools are sometimes included in the CMS, or they may be sold as add-ons.

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Some platforms feature content stores that include templates based on predesigned functionality, such as a building directory or digital menu system. These stores may also be tied into third-party tools such as subscription content feeds from providers. Users subscribe to auto-delivered feeds that are regularly updated with materials such as news, weather and sports scores.

Many CMS platforms now use HTML5, the latest web presentation technology, to automatically update content, often based on specified data triggers. Practically speaking, this means that on-screen information — numbers, charts and images — can also automatically update in real time, without operator intervention, because they’re tied to a data repository.

HTML5 supports motion graphics and video, and it can be a huge cost-cutter and timesaver because on-screen changes are dynamic and not contingent on someone having the skills or the time to make changes manually.

Management

The complexity of a digital signage network is tied to volume and scale, generally determined by how many pieces of content are in use, how often they’re updated, how many different locations and time zones the content is applied in and the uniqueness of programming per site.

There are other factors, but these four have a major impact on a signage network’s operating demands. A network of 1,000 media players and their screens can be relatively simple to manage if the same set of files plays at every location and they change infrequently.

But what if the use case is 1,000 bank branches in three time zones? What if the content varies based on the services each branch offers, the demographics of the surrounding area and the dominant languages used? A bank in a rural area may only need one language, but branches in more diverse environments may need messaging in multiple languages.

Organizing all of that manually would be a full-time job for one or several people, and subject to human error. But with the right CMS solution that uses data tags describing attributes and conditions, that scheduling is fast, accurate and largely automated.

Along with organizing, scheduling, targeting and distributing content, your display CMS should validate supplied material, like third-party videos that will play properly on screens, as well as archive old files and weed out expired ones that take up storage space.

Your management platform should also provide dashboard-style summary views of your displays’ performance, scheduling plans and anything else that helps operators maximize uptime.

System

The system is the overall platform and the provided tools that keep it running, including these key aspects:

Remote management: The best CMS platforms have robust device monitoring tools that run computing routines to “watch” the media players and screens deployed across your network, and notify you when problems develop. These platforms come with online tools that automatically (or through easy operator intervention) remedy budding problems, and provide quick fixes that don’t require costly, time-consuming on-site service calls.

Network integrity: Is the platform secure against hacking and other cyberattacks? Screens and entire signage networks have been hacked before, causing service delays and data compromise. It’s crucial that your CMS solution meet the ISO standards for information security, which certify the highest level of security in the digital signage industry worldwide.

Redundancy: Most cloud-based digital signage platforms use third-party network services to host and run their systems. This grants high availability to end users and offers them peace of mind that there are backups for databases and stored files, as well as power and bandwidth. End users should check that potential CMS providers have layers of redundancy in place for when things go wrong. In most cases, the disruption will happen without anyone noticing. But if your CMS provider has cut corners, when it goes down, so will sales.

The benefits of an effective display CMS are clear. So how should your business go about selecting the right one for your specific needs? Read part two to find out.

See what makes Samsung’s MagicINFO the leading-edge digital signage platform that elevates the power of displays to enhance your business. When you’re ready to get started with your CMS, be sure to download this free guide to hit the ground running.

Why You Need A Holiday Social Media Advertising Strategy Right Now

The holidays are… sort of upon us?

In my family, the annual joke is that if my mother starts asking about the holidays one month earlier than last year, we’ll eventually be giving her our gift wish lists in January!

If your world is anything like mine, the holidays seem to come earlier and earlier every year.

No more than 12 hours past Halloween, we’re flooded with December holiday themes, nearly bypassing Thanksgiving entirely.

The days get shorter, service providers get busier, and every company with a retail item has something they want you to buy.

And while no one wants to be a Scrooge, it can be tough to think about building a holiday strategy this far out.

Especially because the global pandemic has shown us that each day can either drag on, or circumstances can change in an instant.

But that’s exactly why you should be putting together your strategy now instead of taking the “wait and see” approach.

You should be thinking about why you need to start earlier and what you can do to stand out.

And know the things to keep in mind as we move closer to the holiday season alongside a thick air of global uncertainty.

Here are a few ways this year is a little bit different.

Earlier Online & More Spread Out

We all have seen the numbers.

People are spending a lot more time on the Internet than usual these days.

After all, what else is there to do when you’re stuck at home on quarantine or you’re working and/or studying from home all day?

But more than that, people are understandably concerned about in-person touchpoints in their shopping experience.

This is driving more people to online purchases than ever before.

Suddenly, you’ve got a lot more lingering eyes on your shopping cart page than a year ago at this same time.

And people are finding themselves doing a lot more online shopping than usual.

You could say it’s due to a need for dopamine.

And the relatively new concept of “anxiety shopping” – anxiety over what the future holds and a need for present-moment comfort.

That is if you still needed validation for the new impulse buying habit you’ve picked up in the last six months.

People are also being encouraged to complete their holiday shopping earlier this year.

Brought about by concerns over COVID-related delays in shipping or supply chain issues.

All this compounded by the uncertainty over the future of the pandemic and whether jobs will stay secure.

This means that the shopping may start early and actually may be spread out throughout the holiday season, as changes materialize.

But the moral of the story is this: People are online and they’re buying so you need to get your brand in front of them.

And you need to do it now.

Tip: If you’ve been uncertain over whether or not to add a commerce function to your site, now is the time to make that happen.

People will be buying online.

And there is no way to guarantee that, two or three months from now, brick-and-mortar shops will even be able to stay open for in-person shopping (as we saw five months ago).

Salesforce research shows that 50% of all seasonal retail revenue is complete by December 3, meaning you can’t afford to delay.

If the first quarantine and decline of in-person shoppers caught you unawares, don’t let it happen again.

Invest in a commerce function on your website now, or at least start listing your products or services on Instagram, Pinterest, or another third-party shoppable site.

Make sure you don’t miss out on major online sales and all your shopping revenue.

DYK?

Recent studies show that the pandemic has changed our Internet behavior.

Desktop use is back on the rise, while mobile app use has suffered a bit of a dip.

If you’ve been taking great pains to fine-tune your mobile strategy, you don’t need to take the effort away from it (people are still using their phones).

But you do need to spend time to make sure your desktop experience is just as beautifully optimized for all the incoming traffic.

Why Spend Twice as Much for Just as Many

This is one preparation that never changes; but this year, it might just be amplified.

Every year in September, we start preparing our clients for the upcoming holiday season.

Why?

There are more and more businesses spending money for the first time, and more of them spending more money than they did all year long.

What does that mean for you?

Greater competition for the same eyes.

Prepare for things to cost more – and expect to get poorer results overall, on average.

But that’s every year.

Here’s where this year is different:

First of all, we’re in an election year in the U.S.

While there is always more competition for eyes during this time of year, it’s compounded by the amount of competition that only comes out once every two to four years.

There are policy changes or ballot measures as well as publishers reporting breaking news stories or running election guides.

You’re competing with far more than just other businesses. You’re competing with the fabric of governing structures.

And I don’t know if you’ve noticed, or if I’ve mentioned it enough in this article, but we’re in a pandemic.

So don’t be surprised if you have to spend more than twice your normal ad budget to get the same results.

Tip: Get in touch with your deeply creative side for this holiday season strategy.

You’re competing with a lot of noise that makes people nervous, afraid, exhausted – or it makes them feel assaulted with demands to buy products or donate money.

Give your audience something fun and lighthearted.

People need more happiness to hold onto.

Be the brand that gives it to them!

Don’t Feel Like You Need to Push Sales Right Now

Ah, but you don’t need to offer sales right now – it’s about so much more than that.

Think about it:

What do people know about your brand?

Do they know your brand at all?

What better time to start telling them all about your fabulous brand with its fabulous products and services than right now, before your holiday sales kick-off.

Even if the concept of the marketing funnel is supposed to be dead or something, it still serves a purpose.

You know that you have to keep the funnel full by adding more people at the top, unless you want it to eventually be empty.

So, run your Instagram Reels.

Make engaging Facebook (and now LinkedIn) stories.

Experiment and A/B test with carousels and GIFs and videos – but just make sure you’re in the game.

You’re getting people interested in your brand and leaving breadcrumbs along the way for your big holiday reveal.

And also, any sales you make in the meantime is gravy.

Today, more than ever, people are buying from companies that share their values.

So don’t be afraid to talk about them!

People are more likely to buy from a brand that has a message they care about.

Whether it’s supporting a nonprofit for Giving Tuesday or letting people know about the care that goes into designing and manufacturing or selecting products for sale.

Be Ready to Pivot

As a marketer, I know it’s en vogue to roll our eyes and groan about every new change delivered to us from the Advertising Platform Gods.

I get it.

I do.

It’s annoying.

But also, I get really tired of hearing the complaints, especially when they’re connected to stubbornness and a general refusal to make the changes necessary.

We’re marketers.

Pivoting, adjusting, and adapting is literally the job.

Right now, we’re in a constant global PR crisis of sorts.

There are fires and a pandemic, a general election, and justifiable civil unrest.

Every day is a new exercise in how our brand should respond to the current happenings, especially this year.

And then you should be prepared to completely scrap it at a moment’s notice.

We have zero idea what the last quarter of the year holds for us.

The business owners and marketers I’ve seen thrive this year have had one thing in common:

They pivoted early, often, and were ready to make changes at a moment’s notice.

They gave themselves a moment to grieve their previous plans, and then they got to work.

Conversely, I saw a lot of businesses and marketers struggle because they sat around doing the “wait and see.”

They stayed frozen and indecisive, hoping and praying day after day that the winds would change course and blow in their favor.

Don’t wait for a virus or a civil movement, or a natural disaster to tell you what to do.

It’s your job to figure it out early and quickly, and adapt.

So make the plan.

Just be prepared to scrap it on a dime.

Tip: Build pivots into your plan.

It’s good common practice to have a plan in crisis for both internal and external communications.

And this is a great time to flex that muscle.

No, seriously, what could go wrong?

Then plan for each possible thing.

If there is another quarantine and we have to move to ecommerce only, how will we adjust our language? Our retail partner strategy? Our own ecommerce strategy?

If there are more layoffs and fewer people can afford to make purchases, how will we change our messaging?

How will we respond with compassion, but also so that we can salvage our own business?

What happens if the Advertising Platform Gods change rules, regulations, or algorithms?

Force yourself to see the worst-case scenarios unfolding before your very eyes.

This holiday season will be fraught, no question.

Don’t stand by and wait to see if things work out the way you want them to so you can launch the strategy you normally do.

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How Culturally Aware Is Your Content Marketing Strategy?

How Culturally Aware is Your Content Marketing Strategy? Sarah Zuccaro

International Product Manager

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If you’ve ever traveled abroad, you know how diverse cultures can be. Languages, social norms, currency, religion, fashion – everything varies from culture to culture. And your content marketing strategy should be no different.

Many marketers understand the need for in-language content when marketing internationally – but are all marketers really doing enough to cater to the needs of buyers in each foreign market? It seems there is still a lot of work to be done in that regard. A survey of our audience this year revealed that 53% of non-English speaking respondents are unsatisfied with the amount of in-language content available to them (TechTarget Media Consumption Report 2024). Can you imagine how maddening it must be to research a product or solution, only to be met with content that isn’t in your native language? At that point, your options are to either attempt to translate it yourself (not likely) or simply move on to content from another source in your native language (much more likely).

IT Buyers want in-language content

Don’t just take it from me – take it from the IT Pros who are actually facing this challenge. One researcher from Brazil said, “Vendor Information in my native tongue is always much appreciated, especially when we have to expose information to third parties.” And 82% of Chinese and Japanese buyers said they are more likely to download a piece of content in their native language than in English. The good news is, by simply providing in-language content, you’ll likely win your brand favorability with buyers, and increase the likelihood that your content gets downloaded. You’d be crazy not to grab that low hanging fruit and capitalize on these opportunities to make a vendor’s short list internationally. The bad news, though, is that if you’re not providing in-language content, your competitors probably are – and that means you’re allowing that low hanging fruit to hang even lower for them.

The more you know about your audience, the more culturally aware your marketing can be

As you can imagine, there are many other preferences expressed by international buyers outside of just content. To name a few: when it comes to which email address a researcher prefers to use when conducting research, APAC and LATAM folks are more likely to register with a personal email address. And while APAC buyers often engage with sales through a live chat on vendor’s website, 59% of EMEA buyers say they will never engage with sales through that vehicle. The more you know about your target audience and their preferences, the more successful – and culturally aware – your international marketing strategy will be.

The current content marketing landscape in many international markets leaves a lot to be desired by researchers and buyers. This presents a huge opportunity for brands to be seen as thought leaders and gain favorability within these markets – by creating a more culturally aware marketing strategy.

All references and quotes from TechTarget’s 2024 Media Consumption Study.

content development, content marketing, international content, international marketing, localization, translation

Top 10 Reasons Why You Should Invest In Robotics In 2023

The greatest method to utilize both parties’ distinct strengths is to use robots as partners who work for people in human situations. Robotics in 2023 will be the biggest trend and in this growing market it’s best to invest for higher profits in the future so moving forward we’ll discuss the reason why you should invest in robotics.

1. Lower Operational Expenses

Robotics provides you the ability to cut both direct and overhead expenses, greatly improving your competitiveness. Take energy as an illustration. Robots can lower your energy costs since they don’t require a minimum level of lighting or heating. According to current estimates, there might be an 8% savings for every 1°C decrease in heating levels, and needless lighting can result in savings of up to 20%.

2. Enhance the Consistency and Quality of the Product

A consistently high-quality finish is possible with robots since they don’t experience the consequences of weariness, attention, or repeated and tiresome jobs. They are programmed to obey instructions, and their inherent precision and reproducibility guarantee a high-quality finish for every product created!

3. Boost the Productivity of Workers

Because employees are no longer required to labor in hot or possibly dangerous areas, the introduction of robots can enhance working conditions for personnel. They can also get useful programming skills and engage in more interesting employment.

4. Boost Manufacturing Output Rates

Robots can operate unsupervised day, night, and on the weekends, allowing for higher productivity levels to meet order deadlines. There is no downtime, illness, or focus lapses with a robotic solution. Programming robots to handle new goods offline also increases flexibility while assuring a speedier overall output.

5. Increase Flexibility in Product Manufacturing

The production line can benefit from flexibility thanks to robots. To get the most out of your investment, use robotics equipment for a range of items once the necessary procedures have been put into the robot controller.

6. Lower Material Waste and Boost Output

Robotics significantly improve product quality. The quantity of breakages and waste created as a result of subpar or irregular finishing decreases when more goods are completed at the first try to the standard expected by consumers. Greater yields result from more completed items being produced.

7. Boost Workplace Wellness and Security

Tasks presently performed by manual employees that are unpleasant, difficult, or dangerous to their health can be easily performed by robots. Robotics considerably reduces the risk of mishaps brought by coming into touch with machine tools or other potentially dangerous manufacturing equipment. Additionally, they aid in the eradication of conditions like repetitive strain injuries that are linked to rhythmic or demanding activities (RSI).

8. Reduce Staff Turnover and Hiring Challenges

The greatest levels of expertise and training are needed to achieve the high levels of accuracy that today’s industrial processes demand. Robots provide a perfect substitute for highly trained manual labor, who are getting harder and more costly to hire. Once they have been programmed, there are no expenses involved with hiring new employees or keeping existing ones trained. Additionally, robots provide more flexibility in terms of work schedules and the capacity to manage various production activities.

9. Lower Capital Expenses

Robots can cut down on waste and the cost of consumables. Businesses can forecast the manufacturing rate with confidence and guarantee a quick and effective service by getting items through the production process more quickly.

10. Make High-Value Production Areas More Compact

Opinion: Why We Need A Podcasts App For Mac, Not Just Itunes

Mac Podcasts app concept 

Yesterday in my WWDC wish list I included a request for pulling Apple’s podcast player out of iTunes and promoting it to a dedicated app on the Mac just like it is on iOS. iTunes in its current form can be a mess as a music player, but at least that tries to be its primary function; being a good podcast player is hardly the focus of iTunes. Aside from removing part of the bloat from iTunes, promoting podcast playback on the Mac to its own app would solve several existing problems.

First, there are issues introduced with the recent iTunes 12.4 update. Apple re-introduced the sidebar navigation to iTunes with the goal of simplifying the experience and included an option to disable it, but turning it off doesn’t revert to tab bar navigation like it does in the Photos app.

Turn off the sidebar in the Recently Added section of Music and now you can’t navigate to the Artists section in Music without turning it back on. No problem, just leave it on for Music. But go to the Podcasts section and notice the sidebar isn’t as necessary. I use Recent Updates and Podcasts but not Stations (which can be removed) but a whole column for two or three options is overkill. But turn it off for Podcasts and it turns off for Music which traps you.

For me, the solution is to mostly live in the Unplayed section which is a separate tab bar option and doesn’t show the sidebar. Another oddity created by iTunes the music player is that smart playlists like 90’s Music appear in the Podcasts section as podcast playlists but show music. A separate Podcasts app wouldn’t have this awkward and nonsensical behavior.

Another problem with having podcast playback happen in a music player is sharing the same playback settings. I really like the Crossfade Songs option on iTunes for continuous Apple Music playback. Spotify does this on iOS and it’s something Apple Music should add there too. But it’s super jarring when the end of one podcast crosses into another podcast. Stacked spoken word just doesn’t have the same effect.

Obviously the Crossfade Songs option should only apply to songs and it doesn’t, but iTunes is full of these examples. iTunes is also just not as good at podcast playback as iOS.

Apple’s Podcasts app on iOS includes an Up Next feature for managing a temporary episode queue without making a dedicated playlist. Up Next for Podcasts works just like the Music app on iOS but separately. iTunes on the Mac shows the Up Next option when playing podcasts, but it only works for music.

The Up Next section on the iOS Podcasts app is also where you’ll find chapters on supported shows like 9to5Mac’s Happy Hour podcast. Up Next is music-only on iTunes, and chapters just aren’t supported.

Podcasts for iOS also includes a timer for stopping playback, speed controls, and back and forward skip buttons that jump 15 seconds. iTunes lacks these podcast features and using back and forward skip buttons can easily lose your place in an episode.

Apple has a Podcasts app for iPhone, iPad, both Apple TVs, and CarPlay, but the experience is subpar on the Mac as it’s buried inside iTunes.

Complaints aside, iTunes is still a half-decent podcast player on the Mac. I use it almost daily. One benefit of being tied into iTunes is you can download iTunes on a Windows PC, sign in with your Apple ID, and your podcasts are all right there and sync like on a Mac. But the podcast experience on a Mac shouldn’t be limited for that reason alone.

And there aren’t many options for podcast playback on the Mac. Before iTunes, I used Instacast which offered a great experience but ran out of money for development. I also like Apple’s apps because they’re on iPhone, iPad, the Mac, CarPlay, and both Apple TVs (just not Apple Watch). Downcast is another podcast player that’s also on most of Apple’s platforms including CarPlay and even Apple Watch but not Apple TV yet.

Promote podcast playback on the Mac to a dedicated Podcasts app outside of iTunes (and someday throw in an Apple Watch app?) and I’d be totally happy.

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