Pandora Announces Plans to Offer On-Demand Streaming

Flickr  frankieleon

And since you're already using their free service, it's highly likely you like the way they do things than say, Spotify or Google Play Music, etc.

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.

Pandora Premium is the service's $9.99-a-month, all-you-can-eat, premium subscription tier. "If you're not willing to pay, you just couldn't do that on Pandora", he said. They added that "investors may be under-appreciating the benefits this product could yield to Pandora, both in terms of audience and ad revenue stabilization". PANDORA is betting yes, reports BUSINESSINSIDER.COM, which writes the webcaster is, "introducing a new method to temporarily "unlock" its premium tier for free users who watch a video ad on their smartphone".

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. It's an interesting strategy, one that is meant to convert folks into Premium users. This includes uninterrupted listening, listening to any music they want, build playlists and queueing up songs.

"We're serving up the most personalised listening experience by letting you lean in to listen to music on-demand, or lean back and let us take over with recommendations unique just to you", said a Pandora spokesperson in a blog post announcing the new feature. "What we're excited about is delivering on that need and doing it for ad-supported listeners". No advertisements will play during your listening session, but if you search for something else and leave what you're now jamming out to, you'll need to watch another 15-second ad before proceeding.

Premium Access is now rolling out to ad-supported and Plus listeners on iOS and Android smartphones. But Pandora also thinks that this will help Pandora be a more viable option for the music industry to promote music, as well - Phillips notes that before, there wasn't really any benefit for advertising a new song or album through Pandora, because most of its user base couldn't play it.

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