In March 2013, Pandora began capping mobile listening at 40 hours per month. As a result, Triton Digital sees a 3% drop in mobile listening for Pandora during the Monday through Sunday 6:00am to midnight daypart from March to February.
During the same time period, Triton reports a 23% increase
in Pureplay mobile listening and a 5% increase in Terrestrial.
At first glance, 3% may not seem overly concerning, but
Triton notes you have to take into account the scale of Pandora’s audience. Did
capping Pandora drive a portion of their mobile listeners to other Pureplays, such as Slacker,
who saw an 18% gain during the same period? It's possible. Or, perhaps this
growth is attributed to the fact that mobile audio consumption was our fastest
growing segment in March 2013.
Looking back to the year prior, mobile listening accounted
for 46% of all audio consumption in March 2012. Today, we have crossed the
threshold where over half of all listening is consumed on mobile devices.
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