BUSINESSINSIDER notes, "The ad lengths will vary, though typically they will be 30 or 45 seconds, with a 15-second minimum watch time before you can skip it".
If you're a Plus or free member, do you think this will tempt you into subscribing to Pandora Premium?
Starting today, when non-premium users search for a specific song (the most common way to start new Pandora stations), album or playlist, you can opt-in to watch an ad, which then lets you listen to your selection straight away.
For Pandora, this new feature seems to take aim at an issue that has been weighing it down: the indifference of teens. Phillips added that you would be able to use the unlock feature "multiple" times a day, though the upper limits are being tested as well.
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Pandora's impressive user base aside, the streaming site's financial woes remain an ongoing concern as the company has been losing money for quite some time now. The company also offers Pandora Plus, an ad-free version of its standard platform for $5 a month, with the full version of Pandora Premium costing users $9.99 a month.
"These new features address that need by marrying rewards-based advertising with the best-in-class on-demand experience we've created with Pandora Premium", he said. Music fans can now also follow links to particular tracks on Pandora - perhaps from an artist's Facebook page - and listen to the music free after watching the 15 second advertisement. The move, which is a major change for the company's 72 million users who don't pay $10 a month for Pandora Premium, gets Pandora's newest service in the hands of every user, and could help shift a large portion of that user base into paid users, much like Spotify's free tier has done.
It's been just over a year since Pandora first gave an official glimpse of its on-demand music service, meant to go up against the likes of Spotify and Apple Music. Check out their website here to see their new user-friendly features!