Pandora leads in time spent listening in Australia

New data from Nielsen/IAB has found that streaming radio music service Pandora leads in the amount of time listened per person.

“Time spent is a true measure of engagement for advertisers and we're seeing listeners spend more time with Pandora compared to other players in the industry," said Rick Gleave, director, business development ANZ. “It is even more important when you consider that unlike our competitors, around 95% of Pandora’s audiences are engaged via our ad-supported model.”

The data was drawn from a panel across desktops, smartphones, and tablets in Australia. It measured audience, sessions, and time per person.

MEDIA RELEASE

Pandora – worth the time, according to latest Nielsen/IAB Data

• Pandora leads music category across key digital metric: time per person

Pandora, the go-to music source for fans and artists, was named music leader in time per person in industry digital ratings released by Nielsen and IAB late last week. The data is drawn from a panel across desktops, smartphones and tablets in Australia, and measures audience, sessions and time per person across digital platforms.

Pandora listeners are able to access their music across devices from their smartphone and desktop to their car, TV or even gaming console. Listeners spend between 2.2 hours and 3.2 hours per day with Pandora as a result. And with over 3.5 million registered listeners and 1 million active every month, Australians spend more time with Pandora than any other music streaming platform.

“Time spent is a true measure of engagement for advertisers and we're seeing listeners spend more time with Pandora compared to other players in the industry," said Rick Gleave, director, business development ANZ. “It is even more important when you consider that unlike our competitors, around 95% of Pandora’s audiences are engaged via our ad-supported model.”

This extended time spent on Pandora in Australia follows the trend seen in the US market last year, that saw Pandora beat all apps for time spent including, Facebook, Google and YouTube, according to ComScore.

Launching to market in Australia in 2012, Pandora’s unique method of music delivery starts with experts analysing the musical traits of every song. This makes the music selection blind to popularity or promotion and perfectly personalised to each individual listener.

“The seamless enjoyment Pandora creates and our ability to pick the next best song for every listener is what drives extended listening time on Pandora. This is great news for advertisers looking for relevant and targeted ways to connect with an increasingly mobile and logged in audience,” added Gleave.

Source: Nielsen Digital Ratings (Monthly) - February 2016; Computer (Ppl;2+), Smartphone and Tablet (Ppl 18+)