Pandora Premium Music Streaming Launched For $10 A Month

Pandora Looks to Drown Out Criticism With Premium Launch on Wednesday

The company is clearly trying to tempt existing Pandora Plus subscribers to upgrade their plans by offering six months of Pandora Premium for no additional charge. The new platform allows access to 40 million songs on-demand, offline listening and individualized playlists curated by Pandora's team of music analysts.

Pandora Premium is an on-demand music streaming service in the same vein as Spotify and Apple Music.

Even though Pandora, may be late to the streaming game, the company now has a monthly user base of 80 million with the hope of increasing it with new on-demand services.

The company's ability to inexpensively transition 375,000 ad-supported users in Q4 to Pandora Plus strengthens Wedbush's faith in its ability to do the same with on-demand as Premium is rolled out over the coming months.




Pandora first announced Pandora Premium back in December and now, thanks to the folks at The Verge, we now know a whole lot more about what to expect from the service when it starts rolling out later this month. Also, an optimized search function customizes results based on prior user behavior in order to enable users to quickly and intuitively find songs, albums, and artists for playback at any given moment. Pandora has built a massive fanbase with Pandora Radio, and the company clearly hopes that that brand awareness will help Pandora Premium succeed despite arriving very late to the party. Spotify has 50 million paid subscribers and enjoying strong growth, and Apple Music has amassed about 23 million subscribers since it launched in mid-2015. "That's why they spend more time with Pandora than any other music service".

A key feature will be called "My Thumbs Up", which will save listeners' song selections and automatically generate playlists based on their tastes. "With Premium, we're leveraging our vast trove of data and everything we've learned about personalization to offer a listening experience that sets a new standard for what a music service should be". Most of the other perks have to do with Pandora catering to your likes. It'll also continue to add to this playlist for all songs you Thumbs Up going forward.

At first, no. Unlike Spotify and Pandora's current offerings, Premium will launch on iOS and Android phones, Google Chromecast, and smart vehicle setups including Android Auto, Apple CarPlay and systems from GM, Honda, Subaru and others.

Every song thumbed up on Pandora is immediately available in a "My Thumbs Up" playlist. Pandora, which hasn't been profitable in eight quarters, is trading 24% below where it began trading when the company went public in 2011.

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