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Pandora Looks Beyond Music Content

Streamer considering spoken word programming as its in-car listening grows

Internet audio company Pandora is thinking about expanding its programming beyond music — to formats like sports, news and talk.

Pandora CFO Michael Herring told Bloomberg it’s too early to get into specifics, however “music’s an important piece of radio listening in the car,” and spoken word is “also equally, and more important, really” in the vehicle.

The Internet audio company is looking to the car to gain more subscribers amid competition from Spotify, Google and Apple.

Pandora officials pointed to the company’s 7 million auto listeners in the second quarter, up from 2.5 million during the same period a year ago, according to the account.

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