Pandora stock rises as company introduces new on-demand radio feature

Pandora will now let free listeners play the exact song they want on-demand, something people have requested for years

Pandora users in the free tier will now be able to access Pandora Premium by watching ads. Pandora Premium is the company's effort to directly compete with Spotify and Apple Music. The move, which is a major change for the company's 72 million users who don't pay $10 a month for Pandora Premium, gets Pandora's newest service in the hands of every user, and could help shift a large portion of that user base into paid users, much like Spotify's free tier has done. You'll search for the song, artist, or album you're looking for, choose that you want to watch the 15-second ad, and you'll then be able to listen to whatever you'd like. They added that "investors may be under-appreciating the benefits this product could yield to Pandora, both in terms of audience and ad revenue stabilization". 2000 was, also, the year that gave birth to Pandora Media Incorporated.

This trial of Pandora Premium, if you'd like to call it that, is available to free and Plus users.

In a recent press release, Pandora has announced, through video advertisements, that it will now feature on-demand listening for its ad-supported listeners by ways of watching a 15-second video ad. "What we're excited about is delivering on that need and doing it for ad-supported listeners". And after that, you can browse the entire catalog and look for more songs you want to listen to; the preview extends beyond just a single song. "It'll definitely be more than one song; we don't want you to get a taste for just a few minutes".

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Talking to TechCrunch, Pandora says each on-demand listening session will "last longer than just a song or two", though the service is testing sessions that last 15 minutes, 30 minutes, and an hour.

For artists, it creates new avenues of promotion by providing fans with direct links to play their music.

Pandora says that on-demand listening sessions are now rolling out to ad-supported and Plus listeners on iOS and Android. He now lives in Philadelphia after stints in Boston and San Francisco.

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