Setting the Record Straight—Pandora Keeps Innovating Audio

As audio consumption shifts further into the digital landscape, Pandora is leading the way, offering experiences that traditional radio can no longer compete with. While the golden age of radio has passed, the demand for audio content is as strong as ever. After all, music is the #1 passion point and cultural connector. Digital platforms like Pandora (which celebrated its 20th anniversary this year) deliver unmatched reach, precise targeting, and personalized solutions that AM/FM radio just can't provide.

Let's explore how Pandora is driving the future of audio—both at home and on the road—by delivering the personalized, targeted experiences that modern listeners and advertisers crave.

Streaming Audio Takes Over Our Ears

Audiences aren't tuning into AM/FM as much as they used to, but that doesn't mean their need for audio as a daily companion went away. Streaming audio (as well as SiriusXM radio and podcasts) now command a greater share of time spent. From 2015 to 2025, AM/FM listening has decreased by -33% while digital audio listening has grown by +31%. To further break it down, in the past decade, streaming audio has seen +87% growth while podcasts have grown by +387%.  

Pandora’s Opt-In Model Makes a Difference

Quarter after quarter, Pandora consistently leads in ad-supported reach for a reason. Unlike traditional radio ads, which are served to all listeners, Pandora ads are designed to enhance and personalize the listening experience—not interrupt it. Ads on Pandora are more than standard audio insertions; we offer a portfolio of solutions that range in format, length, and frequency to ensure that the right listener is given the right ad based on their listening patterns. 

No wonder 87% of Pandora's audience choose the ad-supported subscription, making us the largest ad-supported streaming audio platform, out-scaling Spotify and iHeart. This grants brands the best of both worlds: massive reach and an ad-receptive audience. To help you visualize our reach, Pandora has 41M monthly listeners, which is the equivalent of 5.5 years of sold-out shows at Madison Square Garden every night. Our audience is also listening regularly and prone to engaging, clocking in 252M hours of listening and 55M song likes weekly.

The Future of Audio is Digital 

The era of traditional AM/FM radios, from the home to portable radios, is a thing of the past. The auto industry is embracing a digital future, with many automakers removing AM radios from new vehicles, especially EVs, since electric motors are proving to interfere with AM reception. As the future of AM/FM radio’s presence in cars comes into question, audio access is still critical for drivers. Owners of newer car models are more likely to listen to SiriusXM, streaming audio, and podcasts over terrestrial radio in the car compared to owners of older car models.

For Pandora specifically, the app’s in-car dominance continues to grow (time spent listening to Pandora via connected car integrations has grown 8% year-over-year). Whether it's tuning into your favorite podcast on the way to work or enjoying a curated playlist during a family road trip, Pandora captures every in-vehicle moment where visual media falls short—while minimizing screen fatigue. With each passing year, Pandora’s presence in connected vehicles expands, seamlessly integrating into the driving experience.

The Leader In Local

If you currently advertise on AM/FM, you may be buying a handful of specific, local stations within specific markets, thinking that's the best avenue to resonate with a geographical audience. We’re here to tell you there’s a more effective approach. After taking a deeper look at how we compare against local radio formats, we found Pandora leads the way, standing as #1 in 200+ US markets. From leading in Portland, to Phoenix, to New Orleans, to New York City, we’re larger than all broadcast radio formats for adults 18 and older.

Targeting Goes Deeper on Pandora

Remember the last long drive you took? After flipping through the traditional radio channels, you found them playing the same few songs—yet again. While traditional radio serves up songs based on chart rankings, often leading to repetitive playlists, Pandora was designed to transform how people discover and enjoy music. 

Its magic lies in the perfect mix of art and science, introducing you to new tracks, reconnecting you with the artists you love, and crafting stations that perfectly match your vibe. Pandora combines expert curation and algorithmic precision—resulting in 2.3M tracks, 5K songs analyzed per month, and 3.5K musicological traits. This music technology has allowed us to build a community of devoted listeners who have grown with the platform and return time and again for the unique experiences they know and love.​

Thanks to our rich, first-party data—which is 3.8x more accurate than other publishers—we enable precise targeting across demographics and geographics. We understand our listeners—from their tastes, to preferences, to lifestyles—better than AM/FM radio ever could. This understanding translates to the ultimate targeting solutions for advertisers: 

Activity targeting: Instead of advertising on a radio station that's airing nationally, utilize Pandora’s activity-based stations, like Cleaning or Family Time, serve your ads when audio accompanies listeners during activities that are relevant to your brand.

Mood targeting: Tap into stations and genres that are directly tied to a listener’s mood, like Happy or Love stations, to impact listeners when they’re in a headspace that’s more ad-receptive. 

A Powerful Companion to AM/FM

Still advertising on AM/FM and not ready to turn the dial? Consider adding digital audio to your existing strategy and see how it can help your campaign reach new heights. Adding SiriusXM Media to your radio strategy is proven to deliver +18 percentage points of incremental monthly reach beyond what traditional AM/FM terrestrial radio offers, granting your brand access to net-new audiences.

Year after year, Pandora continues to deliver the personalization, cultural connection, and storytelling capabilities that advertisers simply can't get on radio. Ready to take your next audio campaign to new heights? Let's talk. 

See (and Hear) What's Possible with Pandora