Pandora has released its most recent listening metrics for the popular streaming service, however, the company will soon discontinue this practice. In March, Pandora says its listening hours were 1.71 billion, an increase of 14 percent over March of 2013. Pandora's share of total U.S. radio listening last month was 9.11 percent, up from 8.05 percent in March of 2013. The service had 75.3 million active listeners at the end of March, an eight percent increase over 69.5 million in March of 2013.
As previously announced last month, Pandora intends to discontinue its monthly disclosure of key audience metrics. The final monthly release will be provided in June 2014 (covering audience metrics for May 2014). The company's standard practice of providing listener metrics on a quarterly basis will continue unchanged.
Pandora notes that "to help advertisers make informed buying decisions, [it] began monthly disclosure of information regarding users and usage in March 2012. The company has also expressed public support for respected third parties to initiate measurement activities across all forms of radio. Given recent changes in the marketplace, including TritonDigitals Webcast Metrics Local recently achieving Media Rating Council Accreditation, Pandora believes advertisers can now access the necessary tools to make accurate side-by-side comparisons."