Pandora today announced that it will now let those who use the company's free, ad-supported tier access on-demand listening after viewing a 15-second video ad. Listeners can search for a specific song, album, playlist, and then they'll have an option to view the ad in question, after which a Pandora Premium listening session will unlock.

pandora logo
Previously, users on Pandora's free tier had to listen to whatever song appeared next on the radio station or playlist they were currently tuned in to. With the new update, these listeners can now get an experience that's slightly closer to traditional on-demand streaming music services like Pandora's own Premium service, and Apple Music and Spotify, albeit after being forced to view an ad.

Crucially, Pandora's press release doesn't clarify how often free listeners have to view these 15-second ads in order to retain their Pandora Premium on-demand listening sessions.

“Our ad-supported listeners’ top request has consistently been the ability to directly play the specific songs, albums, or playlists they want,” said Roger Lynch, President & CEO, Pandora. “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. This unrivaled experience will drive listeners to Pandora and drive awareness for Premium, while also creating new opportunities for artists, labels, publishers and advertisers.”

Pandora Premium launched earlier in 2017, combining the existing radio features with a new on-demand service that serves up personalized recommendations for each user. In total Pandora has the free tier, Pandora Plus ($4.99/month), and Pandora Premium ($9.99/month). Plus offers unlimited skips and replays but also lacks on-demand abilities, so the new functionality will also be available for Plus subscribers.

The Pandora app is available to download from the iOS App Store for free [Direct Link].

Tag: Pandora

Top Rated Comments

Mjmar Avatar
61 months ago
I'll stick to paying a few dollars a month to not have ads shoved in my face.
Score: 2 Votes (Like | Disagree)
sevvere Avatar
61 months ago
I'll stick to owning my own music, having access to my own mp3 files that I can transfer to whatever device I want, and not relying on the internet, a closed system music service app, or any services to listen to my music.
Score: 1 Votes (Like | Disagree)
RMo Avatar
61 months ago
I'll stick to owning my own music, having access to my own mp3 files that I can transfer to whatever device I want, and not relying on the internet, a closed system music service app, or any services to listen to my music.
I'll stick to "owning" music that I'll want to listen to long-term, usually for artists that I really like. I'll stick to Pandora for discovering new music (and hearing old favorites), and the likes of Spotify for all of the above plus the ability to listen on-demand or at least in shuffle to catchy songs I'll probably hate in a few weeks. (I do have to say that Spotify caused the biggest change in my listening habits, which were previously mostly a local iTunes library with occasional Pandora.)

There's no reason to pick just one or the other--plus this way, I can do it all without paying an arm and leg to own it. :)
Score: 1 Votes (Like | Disagree)

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