Westwood One Says Pandora's Audience is Eroding
| RADIO ONLINE | Tuesday, June 27, 2017 |
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With the official announcement that Tim Westergren has stepped down as CEO of Pandora, Westwood One looked at audio trends which show AM/FM radio remains steady and ratings are up, but the the picture paints a different story for Pandora. Three recently released studies show that the streaming music service's audience is eroding and further problems stem from empty room syndrome. Though ads air, no one hears them.
Edison Research's Infinite Dial Study reports from 2015 to 2017, there was a -15% decrease in persons 12+ using the platform. From 2016 to 2017, Edison's Share of Ear report also shows a similar story with a -4% decline in daily listeners among persons 13+. Triton Digital, official streaming ratings provider, shows a -4% drop in Average Active Sessions from Q1 2016 to Q1 2017.
While Pandora's decline dates back for two consecutive quarters, broadcast streaming has seen regular positive quarterly growth compared to prior years. Plus, AM/FM radio doesn't "actively control" listener hours. Nielsen Diaries and Portable People Meters reporting on actual listening means AM/FM radio audiences are based on real people actually hearing broadcasts.
