Social media has weaseled it’s way into almost every aspect of our lives, even the way we listen to music...except Pandora Radio.
Ask:
Create a campaign for Pandora to regain a competitive advantage.
Background:
Pandora revolutionized music streaming, but new platforms have adapted its model — and added more features for paid users, leaving Pandora behind.
Brand Problem:
With fewer features than Spotify or Apple Music, what makes Pandora unique? How do we convince music lovers to use Pandora alongside competitors?
Research Methodologies
*now a paid subscriber
Findings
Pandora Listeners
“Pandora is like a classic radio station. Tune in and go about your business. Spotify is too much work.”
- Jill, 55
“I prefer Pandora because it predicts what I want to listen to.”- Ryan, 31
“Pandora is better for radio. Spotify recommends based on ‘likeness,’ but Pandora groups music more thoughtfully.”
- Jim, 35
Non-Pandora Users
“I’d only use Pandora at my abuela’s cookout, on the aux.”
-Benny, 30
-Benny, 30
“Pandora has zero functionality. Sometimes the music is off, and I can’t customize”
-Hunter, 35
-Hunter, 35
“Pandora is old, never great, and full of ads.”
- Nico & Liz, 42 & 43
- Nico & Liz, 42 & 43
The music service you choose is solely a personal preference...
and Pandora keeps it personal.
Not a single “friend” feature in sight, unlike...
The Algorithms
The TikTok of Music
Pandora suggests music based on the attributes of the songs you “thumbs up”.
vs.
The Instagram of Music
Spotify & Apple Music suggest music based on what other people like.
Spotify & Apple Music suggest music based on what other people like.