Vocals alone are assigned characteristics from among 35 attributes. Pandora has hired several dozen musicians with solid training in musicology and music theory to sit and listen to every song, spending 20 to 30 minutes evaluating each piece based upon 400 different musical attributes. There are no computer-based listening machines. Admittedly, there is a paucity of classical music and non-English language music, but these are current areas of growth for Pandora. What kinds of songs are on Pandora? Tim says they started with Rolling Stone, college radio charts, and Billboard charts when they were established in the 1950s, old folk, jazz, and so on. Tim notes that Pandora has accumulated over 200 million thumbs in their evaluative data set, not only to fine-tune individual stations, but also to assess the accuracy of how their human musicology analysts classify songs. Your own "thumbs" to play more songs like this, or not, serve to train the data set for subsequent fine tuning of your station. Subsequent song selections come from what Tim calls the Music Genome Project, a mathematically-constructed taxonomy of a growing library of currently 500,000 songs. Then, while the player streams your song, it asks you for a "thumbs up" or "thumbs down" evaluation to indicate whether the song selected meets your needs. Their thumbnail give you a good idea but here is my view as a user: Pandora is a streaming music service that allows one to create up to 100 personalized "stations" based on your input of either a specific band or song. Tim was in the area for a couple of town hall meetings and chats with groups in the Raleigh-Durham community, Duke University, and the University of North Carolina at Chapel Hill.īefore I talk more about Tim, let me tell you about Pandora if you have not yet experienced it. That’s what happened in Pandora’s case, but not equally among all of their listeners.This post should actually be called, "Driving Mister Tim," in recognition of the delightful day I just spent here with Pandora Internet Radio founder and chief strategic officer, Tim Westergren. Another benefit of boosting ads, its research shows, is that upping the ads customers receive might convince more of them to pay for ad-free subscriptions. If you are getting a lot of advertisements, Spotify, Apple Music, or good old terrestrial radio can become more appealing options.įor Pandora, serving more ads means generating more revenue. Leaving the service. The remaining 41% of lost listening time was due to people who stopped using Pandora altogether.Perhaps knowing it would be a less pleasant experience made people less likely to fire it up.
Fewer active days. 41% of the decline was a result of active listeners using the service on fewer days.Shorter sessions. 18% of the decline in total hours listened was due to users spending less time on the service on active days.The researchers attributed the ad-related decline in listening to three different mechanisms:
Pandora released only relative gains and losses, not the exact numbers of listening minutes for each case. Receiving six interruptions every hour with two ads had the same effect on listenership as six interruptions with one ad.
Receiving four advertisements instead of three caused a 2% drop, and so did getting eight instead of seven.īreaking up the advertisements didn’t matter much, just the total time Pandora forced users to listen to them. More surprising was that each additional advertisement seemed to cause the same 2% drop.
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