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The company has conveniently timed the launch of its own new paid tier, Pandora Plus, to coincide with that of Amazon Music Unlimited’s arrival. In addition, Pandora has announced a rebrand, including an updated “P” logo, which is meant to reflect the evolution underway at Pandora now, as it expands beyond radio to better compete with on-demand rivals like Spotify and Apple Music.
Pandora Plus was announced last month, as the mid-tier in Pandora’s new, three-tiered service. While it continues to make its free, ad-supported radio product available, the ad-free Pandora Plus allows listeners to pay $4.99 per month for a wider set of features, including the ability to skip more songs, more replays, and offline listening. The next step up will be more of a true on-demand streaming service, launching later in the year.
Current customers who subscribe to Pandora One, the company’s prior paid service, will be automatically upgraded to Pandora Plus. The earlier service had only focused on eliminating ads, and had grown only to around 4 million users.
Overall, Pandora has 78.1 million users, and has seen slowing growth in the face of new rivals.
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