Last week saw mixed fortunes for Pandora: the service might have missed analysts’ predictions for its Q4 earnings report but rumors of a takeover plan saw it attract widespread attention.

Pandora does not have the type of global reach of key rival Spotify (being only officially available in 3 markets). But it’s clear that Pandora dominates the music streaming business in the USA. Across all the major age breaks, Pandora is ahead of Spotify by a significant margin. And its appeal to older age groups stands out here, with online 45-64s being 3x as likely to be using Pandora as Spotify.

Like most music streaming sites, Pandora’s challenge lies in monetizing this user base. But its success in gathering a broad listener base certainly gives it a lot of potential.



Written by

Felim is Senior Trends Manager at GWI. He oversees the Trends team who produce a wide range of off-the-shelf reports and infographics along with our Chart of the Day series. Moving to GWI after completing a PhD, Felim specializes in writing about online consumer behaviors and digital trends.

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