Pandora Turns Its ‘Value Exchange’ Upside Down As It Faces Pressure From Rivals
Pandora is making a significant shift in how it delivers music — and in the process, how it captures ad revenue.
Pandora will now let its users listen to music on demand without a subscription. In exchange, the listener will have to watch a 15-second video ad. The move signals a departure from what made Pandora so popular when it first launched on the web in 2005. Back then, music was mainly streamed from the desktop and the company itself had few, if any, rivals.