Pandora is taking on the likes of Spotify and Deezer with its own on-demand, ad-supported ‘free’ music service.
However, there’s a key difference to those rivals: users can only access free, on-demand music on the US-based platform after viewing a 15-second video ad.
When listeners search for a specific song, album or playlist, they’ll have the option to view the ad in order to unlock a complimentary ‘Pandora Premium’ listening session.
Pandora Premium is the service’s $9.99-a-month, all-you-can-eat, premium subscription tier.
“Our ad-supported listeners’ top request has consistently been the ability to directly play the specific songs, albums, or playlists they want,” said Roger Lynch, President & CEO, Pandora.
“These new features address that need by marrying rewards-based advertising with the best-in-class on-demand experience we’ve created with Pandora Premium.
“This unrivaled experience will drive listeners to Pandora and drive awareness for Premium, while also creating new opportunities for artists, labels, publishers and advertisers.”
“These new features address that need by marrying rewards-based advertising with the best-in-class on-demand experience we’ve created with Pandora Premium.”
Roger Lynch, Pandora
Added Chris Phillips, Chief Product Officer, Pandora: “Pandora continues to deliver product enhancements that create the ultimate music streaming destination for listeners, giving them more of what they want, when they want it.
“The ability for our ad-supported users to search and play songs in our Premium product is game-changing not only for listeners, but also for artists and advertisers. For artists, it creates new avenues of promotion by providing fans with direct links to play their music.
For advertisers, it offers new ways for brands to build trust and create value for their audience.”
Spotify won the right to continue offering ad-supported (‘free’) on-demand listening to users earlier this year when it signed fresh global licensing deals with the likes of Universal, Sony and Warner.
However, those labels now have the choice of exclusively placing their new music on Spotify’s ‘Premium’ tier for a limited two-week window.Music Business Worldwide