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Pandora: Are They Listening More or Less?
March 2, 2015
Have an opinion? Add your comment below. Among those currently using Pandora or having used it within the recent past, TSL momentum numbers are not positive overall in our sample of over 2000 respondents in the latest NuVoodoo Ratings Prospect Study. But, this is as yet an immature product with new trial occurring every day. Lots of people are sampling Pandora and gradually choosing whether or not it's for them. While Pandora TSL momentum numbers are negative overall, they are their least negative (or neutral) among heavier users of Broadcast Radio. In other words, if you like listening to a lot of pre-programmed music, you're likely to be willing to try it from new sources. And, if you try new sources, you just may like one of them. We chose to show Pandora because it's the largest of the new portals, but there are many more. And the results for some of those portals are similar to what we're seeing for Pandora: people who like listening to pre-programmed music (radio listeners) are trying new portals - sometimes much or all of their TSL will end up back on Broadcast Radio... and sometimes it won't.
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Among those currently using Pandora or having used it within the recent past, TSL momentum numbers are not positive overallin our sample of over 2000 respondents in the latest NuVoodoo Ratings Prospect Study. But, this is as yet an immature product with new trial occurring every day. Lots of people are sampling Pandoraand gradually choosing whether or not it’s for them.Â
While Pandora TSL momentum numbers are negative overall, they are their least negative (or neutral) among heavier users of Broadcast Radio. In other words, if you like listening to a lot of pre-programmed music, you’re likely to be willing to try it from new sources. And, if you try new sources, you just may like one of them.Â
We chose to show Pandora because it’s the largest of the new portals, but there are many more. And the results for some of those portals are similar to what we’re seeing for Pandora: people who like listening to pre-programmed music (radio listeners) are trying new portals – sometimes much or all of their TSL will end up back on Broadcast Radio…and sometimes it won’t.Â
When we asked why they were spending less time with Pandora, the number one answer is that there are other sources they listen to as well. We get down toward the bottom of the list before we find reasons that might be addressed by Broadcast Radio: Pandora becomes too predictable (22%) or gets boring (19%). And we’re into small numbers before we find reasons that would likely point a user back to Broadcast Radio: 5% apiece citing that Pandora has no info about what’s going on in their area or they miss having a person hosting the show. Â
And for every one of those complaining about commercials on Pandora, there are more citing they’re listening more to Pandora because it has fewer commercials than Broadcast. For those complaining they can’t skip enough songs on Pandora, there are more with increased Pandora TSL saying the music is better than Broadcast Radio. And, while a few miss the music hosts when they listen to Pandora, far more mention a lack of hosts as a reason they’re listening more to Pandora.Â
While it’s uncomfortable, this new threat is legitimate. But, Broadcast Radio has survived and thrived many turns in the road. AM Radio, the original electronic medium, was first under attack when TV came of age and the great network shows that filled much of the radio programming schedule migrated to the new platform. AM Radio adapted, embracing recorded music and the tremendous opportunity to serve the growing youth culture in this country. FM radio splintered the pie in the 70’s and AM Radio watched as music formats migrated to the new band offering stereo, no static and lower commercial loads. AM Radio adapted again and maximized opportunities in Spoken Word programming.Various in-car music players and the proliferation of cellphones have taken chunks of listening from radio over the years, but none has lived up to the most dire predictions.Â
Again and again, Broadcast Radio has adapted to the available opportunities – and must continue to adapt today. Next week we’ll offer thoughts on those adaptations.Â
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