Pandora: Listener Hours Increased 9 Percent In February

The Internet music serivce Pandora announced today new metrics that were reached in the month of February 2014.

• Listener hours for Pandora during February 2014 were 1.51 billion, an increase of 9% from 1.38 billion during the same period last year.
• Share of total U.S. radio listening was 8.91%, an increase from 8.25% at the same time last year.
• Active listeners were 75.3 million for February 2014, an increase of 11% from 67.7 million during the same time period last year.

Pandora also announced its intention to discontinue its monthly disclosure of key audience metrics. The final monthly release will be provided in June 2014 (covering audience metrics for May 2014).

However, it will continue to provide listener metrics on a quarterly basis.

To help advertisers make informed buying decisions, Pandora began monthly disclosure of information regarding users and usage in March 2012.  And now, it cites recent changes in the marketplace, including Triton Digitals Webcast Metrics Local recently achieving Media Rating Council Accreditation, for the change.

Pandora believes advertisers can now access the necessary tools to make accurate side-by-side comparisons.