Digital Gabe
Cutting Edge Commentary On All Things Media

Pandora By The Numbers

Pandora's users and listener hours have slipped, but its subscription service has grown

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It’s been a while since I featured a full overview on the state of Pandora, so I thought the attached WSJ article would be a good catch up.

It’s an interview piece with Pandora CEO Roger Lynch, and it covers a wide array of topics from balancing free and subscription tiers, utilizing data to deliver individualized creative, non-music content like podcasts, and what the future holds for connected cars and homes.

It’s especially interesting to see how the confluence of business factors come together in the graphic below.

Yes, free usage is down slightly.  But the subscription growth is more than making up for the difference, which has stabilized Pandora’s overall listening hours.

There’s no doubt that Wall Street is eagerly awaiting tomorrow’s Q4 earnings call when Pandora will lay out its strategic vision for 2018, including the launch of a new audio programmatic marketplace (I’ll cover that one tomorrow), and other product initiatives.

Get ready for an exciting ride!

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