![]() That's probably the best possible jump start for any streaming service, and so Pandora Premium is well positioned to give Spotify and Apple Music the legitimate third challenger that Google, Amazon, and SoundCloud haven’t been able to produce. The plan is to offer a new service with essentially no learning curve for those users, and a free six-month trial for current Pandora Plus subscribers. But with 80 million users already listening to Pandora every month, the company thinks it has a strong base to grow on. There's Amazon, Tidal, SoundCloud, and even Google already in this game. Spotify has been around for nine years and has 100 million users. On the surface, it may seem as if Pandora is very, very late to the streaming game: Apple Music launched way back in 2015 and has 20 million users. “Today it’s just 30 million songs in a search box.” “I think that can be appealing to a small segment of the population, but for most people that’s just overwhelming it’s hard work.” “Today it’s just 30 million songs in a search box, essentially,” CEO Tim Westergren says. That’s where Pandora sees an opportunity. Apple Music’s enormous marketing push has kept its growth rate on par with Spotify since it launched, but even at 10 million subscribers a year, that still leaves a vast audience of potential customers, many of whom haven’t gotten on board because either they didn’t want to learn a new service or they found the current crop too complicated. While there are over 100 million people paying for music subscriptions around the world, there’s a huge audience that hasn’t given streaming a second thought. The goal is to make a music streaming experience more approachable for many who may not have given Apple Music or Spotify a try. But Pandora has worked to separate itself from the rapidly growing pack of streaming services with a slew of personalization features and the least complicated music app to date. There are workout and driving mixes and - of course - a radio feature. Just over 15 months after Pandora acquired key assets from Rdio, and three months after it announced its plans, the company is ready to launch its full-fledged on-demand music service, Pandora Premium.įor the most part, Pandora Premium is exactly what you would expect it to be: a $10-a-month service with millions of songs that you can listen to at will and save offline whenever you want.
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