Pandora Mapping Its Place in the US Streaming Market
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The 20,000 Foot View: Pandora is the granddaddy of streaming music, clocking million active users before Spotify had even gone into public beta. It remains the most widely used audio streaming service in the US, but is no longer the golden child of the space. Despite having been long positioned as the long-term future of radio, investors have become increasingly concerned about its ability to compete against Spotify, Amazon and Apple—streaming services that originally had their eyes on replacing retail rather than radio. With all eyes on Spotify and Apple duking it out for leadership of the US subscriber base, Pandora is out of the spotlight, despite improvements on some key metrics.
Key Findings
- In 2018 registered revenues of million against quarterly net loss of million
- Pandora’s million of programmatic audio platform AdsWizz it as a major force programmatic audio ads
- Users are the June 2018 MAU count million was just higher than June 2013 count of million
- Engagement is average hours of usage per were in 2018, up year-on-year and bettered only by a high of in 2016
- Ad revenue MAU was in 2018, up but ad revenue was down to million
- Advertiser hours a share of total listener was in 2018, down from year earlier
- Subscribers grew to reach million in 2018, the paid conversion rate rising in to in 2018
- As of subscribers represented just of Pandora’s but of its revenue
- Pandora had the US subscriber market in
- Pandora is largest audio streaming service in US with in 2018, up in 2018 but one point its 2016 level
- Pandora co-exists other streaming services: of Apple subscribers also use Pandora
- Pandora has second most female skewed user of streaming services in the of its users are female
Companies and brands mentioned in this report: AdsWizz, Amazon, Amazon Prime Music, Amazon Music Unlimited, Apple, Apple Music, AT&T, Deezer, iHeart Media Instagram, Liberty Media, Napster, Pandora, Pandora Plus, Pandora Premium, SiriusXM, Snapchat, Soundcloud, Spotify, Tidal, T-Mobile, TuneIn Radio, Vevo, YouTube