To lure them, they could offer an "upgrade trap" like a lower price for current subscribers. Perhaps Pandora's focus should be on converting its 90 million listeners into paid customers, to generate initial momentum.
On a quick test during an MBA class on digital innovation I was teaching today at Pepperdine University, I asked the students if they would be willing to switch for the $9.99 price, and no hands went up. Therefore, Pandora Premium faces a big challenge to get subscribers and build critical mass amidst two very strong competitors.įurthermore, Pandora Premium will have a hard time switching users from competing subscription services, because they would have to go through learning a new app and building from scratch song lists, playlists, and a profile of music preferences.
#PANDORA OFFLINE LISTENING PLUS#
Spotify has 50 million paid subscribers and is enjoying strong growth, and Apple Music has amassed about 23 million subscribers since it launched in mid-2015. Listen with ad-free music Pandora Plus Subscribe to enjoy personalized radio with ad-free music Unlimited personalized stations and podcasts Up to four stations for offline listening Unlimited skips and replays Higher quality audio Listen with ad-free music Pandora Plus subscriptions are 4.99 per month. Pandora's main competitors have a clear preemptive advantage. "If this is your first time signing up for a streaming service, you’d be hard-pressed to find an easier experience," the Verge states.īut will that be enough? The least I can say is that it will be an uphill battle. The Verge's review states, “It’s clear that Pandora has made Premium as novice-friendly as possible," citing a toggle to hide explicit music, a "My Thumbs Up" playlist with the user's liked songs as well as a Ticketfly integration that allows users to buy ticket as they stream music. The recommendation algorithm and the ease of use are promising. The premium service allows customers to start a playlist with one or two songs of their choice and then tap “add similar songs” to use Pandora’s Music Genome Project to create a customized playlist. While Pandora is very late to the paid subscription game, a key differentiator will be its recommendation algorithm, which classifies every song along hundreds of dimensions to personalize its online radio service.
The cost of Pandora Premium is the same as Spotify Premium and Apple Music, so Pandora will really have to offer something remarkable to attract new customers.
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