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Pandora Says Audience Up Since iTunes Radio Launch

Internet audio service reports increased, not decreased, market share

Internet audio service provider Pandora says its market share actually increased, not decreased, after Apple launched iTunes Radio.

Pandora listening hours for October grew 9% over September, Pandora CFO Micheal Herring told a financial conference, reported Bloomberg. The company reported its listening hours for October grew to 1.47 billion, an 18% increase from the same period a year ago.

The company says it now has 8.06% share of total U.S. listening, a rise from 6.61% at the same time last year.

Traditional radio companies have challenged that number. Katz Media Group estimates Pandora’s share of the total U.S. radio audience at closer to 4.4%, according to Entercom Communications President/CEO David Field at the RAIN Summit preceding the Radio Show. Broadcast radio has 20 times Pandora’s listening, he said at the time.

Pandora says active listeners were 70.9 million at the end of October 2013, an increase of 20% from 59.2 million during the same time period last year. Pandora has said it’s releasing key audience metrics on a monthly basis to provide the most current information regarding its users and use across platforms.