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Pandora picks up million listeners in Australia, goes commercial

Internet radio service Pandora has announced that one year on, it has hit the one million listener milestone in Australia, and will move onto a commercial advertising basis.

The Drum reports Pandora will offer a combination of audio and display advertising across all platforms, along with targeting based on age, gender and postcode location.

“The real magic of Pandora is the combination of personalisation and discovery. Once our listeners realise that we play the music they love, and introducing them to music they didn’t know of, they almost feel compelled to spread the word. This is what delivers the Pandora experience and drives our user growth,” said Jane Huxley managing director, Pandora ANZ.

“Every day in Australia we add new registered users at the rate of one every 30 seconds, and based on their own experiences they in turn introduce others to the service. The average listening time for Australian users is over two hours per day. This loyalty and engagement provide a halo effect that we are inviting brands to tap into.”

Pandora says it has 72 million active users across the US, Australia and New Zealand.