Pandora rolls out premium subscription service
March 14, 2017
The company is rolling out Pandora Premium, which allows users to listen to any song or album they want on demand for a monthly fee of $9.99.
The new service is available today to select listeners on an invite-only basis. All users will be able to make the upgrade in the coming weeks.
Pandora Premium is similar to what others such as Spotify, Apple Music and Google Play have offered for years: the ability for users to curate songs and play those songs when they please.
The free version of Pandora allows users to select a song or artist and the app creates a radio station-like playlist featuring similar songs or artists, but songs cannot be curated.
Pandora maintains large user base
Despite entering the subscription on-demand party rather late, Pandora does have some advantages. One is a huge user base–in fourth quarter 2016 the service had 81.0 million active listeners, about even to the 81.1 million it had in fourth quarter 2015.
The company has also integrated its strong personalization capabilities into its new for-pay service. Users can start a playlist with just a song or two and tap “Add Similar Songs.” The service will then create an entire playlist using its Music Genome Project technology.
And the premium service now has an offline mode, which allows for listening without an internet connection.
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