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Pandora Spins a New Tune with Video Ads to Unlock Premium Sessions

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Dec 14, 2017, 11:40 AM by Eric M. Zeman

Pandora today rolled out a new way to enjoy streaming music on mobile devices. Moving forward, people who use Pandora's free, ad-supported service will be able to listen to a specific song, album, or playlist after viewing a 15-second video ad. Before today, searching for a specific song only created a radio station based on that search. The video ad unlocks Pandora Premium for a limited time, meaning people can search for and listen to other songs directly after viewing the ad. Pandora says the idea is to offer premium on-demand features even to users who don't pay for its monthly listening plans. Beyond on-demand listening to specific songs or artists, ad-supported listeners can take advantage of personalized, automated playlists, and background music playback when multitasking. Pandora offers two paid tiers. Customers who pay $5 per month gain an ad-free experience with higher-quality playback, unlimited skips, and up to four offline stations. People who subscribe to Pandora Premium for $10 per month enjoy the ability to search for and play any song, album or artist, create personal playlists, and download customized playlists for offline listening. The new video ad experience will be available within the Android and iOS apps over the next few days.

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