Pandora grew audience share in October, dropped listeners

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Issue Date: 
Nov 5 2013 - 11:50am

From Issue:

Pandora released its internal audience metrics for October, in a Morgan Stanley conference late today in San Francisco. Pandora CFO Michael Herring presented the October results. The October report carries special significance inasmuch as it represents the first full month of iTunes Radio operating in competition with Pandora.

Pandora’s monthly metrics report contains three key indicators:

  • Share of total U.S. radio listening
  • Number of hours of music consumed
  • Number of active users

In October, Pandora’s reported listening share in the U.S. rose to 8.06 percent from a September share of 7.77 percent.

There was also month-over-month growth in consumed hours, from 1.36-billion hours in September top 1.47-billion in October.

The much-discussed “active users” measure dropped in October from the previous month, settling at 70.9-million users, a 2.5% drop from September’s 72.7-million figure. The share of U.S. radio listening measurement is controversial in the radio industry, and has been disputed by industry executives. When RAIN asked Pandora about the methodology of the share-of-listening metric, we received this reply:

"Pandora arrives at this calculation using data from Triton Digital, Arbitron and the U.S. Census. The estimated total hours include satellite radio. There is no one group that measures total radio metrics. We welcome all third-party research from a variety of established partners, including Triton Digital, Edison Research, The Media Audit, comScore and Nielsen. Ultimately, we would like to see all radio measured side-by-side."

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