![]() Viewing the 15-second ad will essentially unlock a temporary session of Pandora Premium. "Our ad-supported listeners' top request has consistently been the ability to directly play the specific songs, albums, or playlists they want," said Roger Lynch, Pandora's CEO, in a statement. ![]() ![]() Thursday's feature aims at keeping free Pandora's listeners from fleeing to an on-demand option as soon as a Pandora radio plays something they want to hear again and again. Pandora will alert free listeners about an option to play songs on-demand temporarily by watching an ad.Įarlier this year, Pandora launched a $10-a-month Premium membership to compete directly with Apple Music, Spotify and the rest. In the meantime, new competitors like Spotify and Apple music struck more-flexible licensing deals, including Spotify's ability to let even free listeners pick their music on demand. Pandora was an early leader of music streaming, but its digital version of radio was locked into rigid licensing rules that for years prevented listeners from picking exact songs to hear. ![]() The new feature is aimed to help Pandora better compete with Spotify, the biggest streaming-music service that offers free on-demand listening, by holding people's hands to becoming subscribers. Pandora will let you listen to whatever song you want without signing up for a $10-a-month subscription, by giving you a 15-second video ad to watch instead. ![]()
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