Pandora now lets you search-and-play without having to pay
16 December, 2017, 19:47
Pandora (NYSE:P), the largest streaming music player in the US, will now offer ad-supported listeners access to on-demand listening experiences after viewing a 15-second video ad.
If you still haven't settled on a streaming music service, Pandora has something to show you: it's now letting people in the U.S. try its Premium service - which usually costs $9.99 a month - at no charge... well, almost. Pandora is doing just that by giving users of their free service access to the Premium service for a certain period of time.
Pandora's chief executive officer Roger Lynch cited the requests of Pandora's ad-supported users for direct access to music in getting the feature off the ground.
But if you did enjoy the on-demand and ad-free listening experience, Pandora is hoping that you'll be tempted to sign up for the Premium service, which will cost you $9.99 per month. Showing non-Premium members what they're missing out on should convince at least some of them to take the plunge, and for the ones who stick to their guns, Pandora still gets some ad revenue on the side. "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".
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Pandora was a vanguard of digital radio, but it has widened its service to include on-demand subscriptions like Spotify as the streaming-music market changed around it.
This ability to start a stream via an outside link is a feature designed with artists in mind, Pandora says. When listeners search for a specific song, album or playlist, or have one recommended to them by Pandora, they'll have the option to view the ad in order to unlock a Pandora Premium listening session. It's unclear how long each session will last, but it sounds like it will be enough for more than just a single song.
This is not the first time Pandora has offered video ads to unlock paid features.
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