Pandora (P +2.2%) finished higher after comScore pegged its February U.S. audience at 65.1M (52M...

Pandora (P +2.2%) finished higher after comScore pegged its February U.S. audience at 65.1M (52M on mobile), up from September's 59.9M (48.6M on mobile). Google's (GOOG) total audience came in at 228M, and its mobile audience at 107.6M. Facebook's (FB) respectively totaled 174.8M and 100M, Amazon's 147M and 74.1M, and eBay's (EBAY) 84.7M and 41.3M. 65% of Pandora's U.S. audience is believed to be mobile-only, compared with 14% of Google's, 17% of Facebook's, and 22% of both Amazon and eBay's.

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Comments (5)
  • casey kazan
    , contributor
    Comments (141) | Send Message
    Pandora will soar if they can land Apple's Eddy Cue --head of iTunes as their next CEO.
    25 Mar 2013, 06:24 PM Reply Like
  • dgulick
    , contributor
    Comments (2267) | Send Message
    comScore's report indicates 80% of Pandora users are mobile and 62% are mobile only, enviable numbers from the perspective of those trying to migrate their services from the desktop. However, this migration is hurting Pandora's profitability right now as mobile revenue ad rates are currently only 1/3 that of desktop (and 1/4 that of traditional radio). This may seem like a counter intuitive move, to migrate off of a profitable platform onto one that, for now, is not. But this represents an enormous opportunity for us as shares are currently priced with a very mixed view as to their ability to monetize their mobile users. If they can get their mobile ad rates more inline with their desktop ad rates (which were also at one time only a fraction of their current), or even better, more inline with traditional radio then the shares will skyrocket -- I'm predicting at least 4x in the next 2 years. (I could go on and on, Pandora features in new cars, currently 8.5% of total listening radio market, but only 1% of ad revenue, no way these don't come back inline, staggering annual growth in all categories...)
    25 Mar 2013, 07:42 PM Reply Like
  • DIgitalMediaView
    , contributor
    Comments (631) | Send Message
    Mobile listening users are ~80% of audience...This will continue to pressure margins for unprofitable P, since mobile monetizes at roughly 1/3rd the rate of online listening , while content costs are high and slated to increase. P acknowledged this and announced mobile listening cap at the end of February, so these numbers don't reflect that--mobile numbers for March should be interesting.
    25 Mar 2013, 07:50 PM Reply Like
  • dgulick
    , contributor
    Comments (2267) | Send Message
    "mobile numbers for March should be interesting"


    I bet we see very little actually, they admitted that the 40hr limit would only apply to 4% of users (personally, we never hit it and have 5 family members on 7 devices) but also, it's only a buck. I think they are culling users that they really don't want, I mean if you are hammering the service and too cheap to pay a buck, obviously a user that is hurting the bottom line.


    What will be more interesting is to see what impact this has both on revenue and royalties, but won't know that until the next earnings report, end of May. Btw, they did this before in 2011 with desktop , the impression I get is it's more of a brake, slowing losses while they get their ad revenue up.


    Speaking of ad revenue, this was some interesting reading, obviously research that is paid for by Pandora, but I agree with much of the conclusions:
    25 Mar 2013, 09:15 PM Reply Like
  • pogoman
    , contributor
    Comments (3) | Send Message
    so what do all those numbers mean. to me it looks like google is kicking everyones but and is going to own it all
    26 Mar 2013, 06:23 AM Reply Like
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