Pandora will start putting a monthly 40-hour cap on its previously unlimited mobile music streaming starting March 1. Pandora employed this strategy to cap desktop listening to 40 hours per month several years ago, but it lifted the cap in September 2011. Starting Friday, mobile listeners who surpass the monthly 40-hour limit can either switch to desktop and laptop listening, pay 99 cents to continue ad-supported unlimited listening for the rest of the calendar month, or subscribe to Pandora One for ad-free unlimited listening. Pandora says it expects the cap will affect “less than 4% of our total monthly active listeners.” It says the average listener listens to approximately 20 hours of music on Pandora across all devices–including mobile, desktop, laptop, and tablet–in any given month.
About Shelly Palmer
Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named LinkedIn’s “Top Voice in Technology,” he covers tech and business for Good Day New York, is a regular commentator on CNN and writes a popular daily business blog. He's a bestselling author, and the creator of the popular, free online course, Generative AI for Execs. Follow @shellypalmer or visit shellypalmer.com.