Pandora launched on July 21, 2005. It was one of the first streaming services in the music industry. Pandora is different in the way it serves you music. They offer personalized recommendations based on a user’s preference for melody, rhythm, and location (trademarked as Music Genome Project). It was bought by SiriusXM satellite radio company in 2018 for $3.5 billion. It had 5,869 employees at the beginning of 2023. And their number of users is slowly decreasing. See by how much (and other data) below. Contents: Key Pandora Statistics (Top Picks) How many listeners does Pandora have? Pandora usage statistics Pandora market share Pandora revenue Who listens to Pandora: demographics Key Pandora Statistics Pandora averaged 47.6 million monthly active users in 2022. Pandora had 6.215 million paid subscribers in 2022. A Pandora user spends on average 5 hours and 41 minutes per month streaming music. An average Pandora listening session is almost 8 minutes long. Pandora had a 1% music subscriber market share in 2021. Pandora’s revenue in 2021 was $2.072 billion. Most Pandora users fall into the age bracket between 23 and 34 years old, representing 28% of all listeners. How Many Listeners Does Pandora Have? Pandora averaged 47.6 million monthly active users in 2022, down from 52.3 million in 2021. Pandora is slowly losing active users in the US and has lost over 20 million in the last decade. Here’s Pandora’s user growth table: YearPandora average monthly active users202247.6 million202152.3 million202059.49 million201964.28 million201870.47 million201775.35 million201679.55 million201580.25 million201481.5 million201376.2 million In their early days they started with internet radio and gained new users ever year, but after the 2014 peak, the trend has reversed. Source: Pandora; SiriusXM Radio, SiriusXM Press Release How many paid subscribers does Pandora have? Pandora had 6.215 million paid subscribers, according to their Feb 2023 report. The report shows a slight decrease in paid subscribers compared to the same period last year when they had 6.324 million subscribers. Here’s a table of Pandora paid subscribers per year: YearPaid subscribers20226.215 million20216.324 million20206.456 million Pandora usage statistics A Pandora user spends on average 5 hours and 41 minutes per month streaming music. This is more than Spotify and Apple Music measured in the same period. Average monthly time spent streaming music on Pandora, Spotify & Apple Music Pandora5 hours 41 minutesSpotify2 hours 57 minutesApple Music41 minutes (Verto Analytics) Pandora is the 2nd most engaging music streaming service, with 43 monthly sessions per user. This is only second to Spotify, with 61 monthly sessions per user. Spotify has almost 30% more sessions per user. Here’s the monthly sessions per month for Pandora, Spotify, and Apple Music: Streaming serviceAvg. user sessions per monthPandora43Spotify61Apple Music12 (Verto Analytics) This means an average user of Pandora uses it 43 times per month which is more than an average Apple Music user with 12 sessions but less than an average Spotify user with 61 sessions. The rankings continue with user engagement and a loyalty index called “Stickiness.” Pandora ranked 2nd with a 22% user engagement index. Spotify took the crown with 28%, while Apple Music was behind with a 19% user engagement index. Music businessUser engagement indexSpotify28%Pandora22%Apple Music19%(Verto Analytics) How long is the average listening session on Pandora? An average Pandora listening session is almost 8 minutes, specifically 7 minutes and 57 seconds long. This is more than an average listening session on Spotify and Apple Music. Source: Verto Analytics Average listening session duration: Pandora, Spotify, Apple Music: Pandora7m 57sSpotify2m 55sApple Music3m 27s This is data from Verto Analytics research (Verto Analytics) Who are the most popular artists on Pandora? The top 10 artists of the most liked songs on Pandora are: Cardi B Bruno Mars Adele Walker Hayes Saweetie Drake Megan Thee Stallion The Kid Laroi Justin Bieber Ed Sheeran (Pandora Top Thumb 100 2021) Read more data on music streaming services: Amazon Music users & stats TIDAL statistics Pandora vs. Spotify listeners: Who has more? Spotify is much more popular than Pandora, with 422 million monthly users, compared to Pandora’s 46.7 million (2022). Spotify also has more paid subscribers, which reached over 182 million in Q1 2022 compared to Pandora’s 6.3 million. (Spotify Q1 2022 report, Pandora; SiriusXM Radio) Pandora market share vs. Spotify & Apple Music Pandora had a 1% music subscriber market share in 2021. Its market share is slowly decreasing. See Pandora’s market share compared to Spotify and Apple Music. Pandora, Spotify, Apple Music market shares by year table: YearPandora mkt. shareSpotify mkt. shareApple Music mkt. share20211%32%16%20201%32%18%20192%36%18%20183%36%19% (MIDiA; Local Sound, Global Cultures, MIDiA Music Subscriber Market Shares) Pandora Revenue Pandora’s revenue in 2022 was $2.098 billion, $1.576 billion from advertising, and $522 million subscriber revenue. Revenue grew 1.2% compared to the previous year when it was $2.072 billion. Pandora’s revenue remained largely the same to the previous year. Advertising brings in the most revenue. It grew from $1.542 billion to $1.576 billion. Subscriber fees brought in $8 million less in 2022, $522 million compared to 2020’s revenue of $530 million. Source: Company data Here’s a table of Pandora revenue per year: YearPandora revenueRevenue growth2022$2.098 billion+1.2%2021$2.072 billion+22%2020$1.698B billion-1.7%2019$1.727B billion+10%2018$1.570B billion+12.9%2017$1.391B billion+7.1%2016$1.298 billion+12.5%2015$1.154 billion+25.3%2014$0.921 billion/Source: Company data (SiriusXM Press Release) How Effective is Pandora Advertising? According to a Nielsen study, Pandora’s Return on Ad Spend (ROAS) was the highest compared to other media. A rare study of 63 advertising campaigns of carbonated soft drink companies showed that Pandora drives higher revenue per dollar than other media. At $1.90 revenue return per $1 spent, it was higher than the 2nd best $1.69 return of a printed ad. Here’s a table of return on one dollar ad spent in carbonated soft drink campaigns of Pandora and other media: Media typeReturn on ad spentPandora$1.90Print$1.69Out-of-home ads$1.61Online video ads$1.20Network radio$0.71Display$0.63TV$0.45Spot ratio$0.31Source: Nielsen How much does Pandora pay to artists? Pandora pays $2.1 royalty for 1000 transmissions by ad-supported transmission and $2.6 royalty for subscription transmissions. Pandora pays different royalties depending on the method of monetization. If paid subscribers listen to your music, you get paid more. The good thing is, they occasionally increase the payouts. Here’s the Pandora’s payout to artists by year: YearAd-supported (change)Subscription streams2021$0.0021 per stream (+17%)$0.0026 per stream (+8%)per 1000$21 per 1000 streams$26 per 1000 streams2020$0.0018 per stream$0.0024 per streamper 1000$18 per 1000 streams$24 per 1000 streamsThe rates for music publisher companies are different and set under other licenses. (Pandora; SiriusXM Radio) Pandora Demographics Women (59%) listen to Pandora more than men (41%). This is contrary to Spotify’s gender distribution, which men prefer, 56% vs. women, 44%. Pandora listeners by age Most Pandora users fall into the age bracket between 23 and 34 years old, representing 28% of all listeners. Pandora users by age table: Age% of listeners18-24 years11%25-34 years28%35-44 years21%45-54 years17%55+ years22% (Verto Analytics) Read more: SoundCloud users, revenue, market share General music statistics Conclusion These are Pandora stats on the number of users, revenue, market share, and demographics. They’re slowly losing users but increasing revenue due to new subscription models and effective advertising monetization. What do you think? Will Pandora ever again gain market share with their unique algorithm, or are they destined for closure? If you’re looking for a missing stat, let us know in the comments below. Sources: Pandora; SiriusXM Radio SiriusXM Press Release Pandora Top Thumb 100 2021 Spotify Q1 2022 report MIDiA Music Subscriber Market Shares MIDiA; Local Sound, Global Cultures Verto Analytics SiriusXM, Form 10-K. Accessed Feb 14, 2023. Matija FerjanMatija Ferjan is a seasoned audio enthusiast reviewing headphones since 2015. He has personally tested hundreds of headphones and earbuds. He’s an active member of the Headphone Audio community and a true nitpicker, always looking for the “best-value-for-money” headphones.