Pandora Introduces New Free Premium Trial Session

Doris Richards
December 15, 2017

Pandora Premium is the service's $9.99-a-month, all-you-can-eat, premium subscription tier.

While the rep declined to reveal how long the free session will last, a source says the window of time will be long enough for listeners to sample several forms of content (songs, albums, playlists, browsing).

See how the process works below, starting with a Pandora track recommendation, followed by the 15-second video ad and song streaming.

Pandora was an early leader of music streaming, but with its digital version of radio was locked into rigid licensing rules that for years prevented listeners from picking exact songs to hear.

Back in March, Pandora launched Pandora Premium as a way to compete more directly with the likes of Spotify and Google Play Music.

The on-demand video ad option has been in testing for a few weeks ahead of today's launch, with 2 out 4 users accepting the reward offer, and about 90 percent watching at least 15 seconds of the ad.

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 President and CEO, in a statement.

Pandora is still gauging how long users will be able to access the features of Pandora Premium, but the company is testing 15-minute, 30-minute and or one hour time limits, according to Business Insider.

Pandora is now allowing users on its free tier to access its on-demand music streaming service, but there's a catch.

Pandora says the new features will begin rolling out to users today. But Pandora also thinks that this will help Pandora be a more viable option for the music industry to promote music, as well - Phillips notes that before, there wasn't really any benefit for advertising a new song or album through Pandora, because most of its user base couldn't play it. "What we're excited about is delivering on that need and doing it for ad-supported listeners". Although Pandora has primarily been known as more of a radio service, it has transitioned recently to offering users the ability to choose a song and play it with Pandora Premium. Spotify has a 25 percent conversion rate moving users from its ad-supported tier to its paid service; anything close to that for Pandora would be a major win.

Other reports by Iphone Fresh

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