Spotify’s global head of creator services Troy Carter recently called the company’s ad-supported tier “the biggest radio station in the world.” Lynch shared a more realistic take on Pandora’s positioning: “Despite the fact that we’re the largest streaming service in the U.S., we’re only 10 percent of the listening that happens on terrestrial radio,” he admitted. Interestingly, both Spotify and Pandora see their free offerings as direct competitors to terrestrial radio. “There’s still a tremendous amount of growth to happen within free.” “It’s an acknowledgement that there is an opportunity to develop a significant business with consumers who will not pay for subscriptions,” he said to a packed audience at the Omni Hotel. The chief exec interpreted Spotify’s focus on free as a boon for all streaming services across the ecosystem, including his own. Yet, speaking at the Music Biz conference in Nashville on May 16, Pandora CEO Roger Lynch seemed unfazed. In contrast, Spotify grew its own user base by 30 percent over the same time period, and now has 13 times more paying subscribers and 2.4 times more active listeners overall than Pandora on a global level. Plus, Pandora’s total listener base and consumption time actually decreased by 6 percent and 5 percent year-over-year in Q1 2018, respectively. with 72.3 million monthly active listeners, 92 percent of whom are ad-supported - this move may cause concern that Spotify will poach more of Pandora’s users who are seeking a more on-demand listening experience without shelling out additional money. In April 2018, Spotify revamped its mobile ad-supported experience, allowing its free users to listen to any track in their top fifteen Spotify-curated playlists completely on-demand on their mobile devices.įor Pandora - one of the oldest and largest music streaming services in the U.S.
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