Pandora
How can we connect Gen Z to Pandora Music amidst the staggering competition?
CONTEXT
With powerhouses of competition, like Spotify and Apple music, Pandora seemed to stay afloat. If Pandora has consistantly worked for the older generations, what solution can they solve for Gen Z? Most of them are used to customized playlists they have personally orchestrated. But what we found was not all of them are fluent with their music tastes.
Quiet Curators don’t have the time to develop a music taste, which leads them to be more passive in how they listen. Pandora can be their ‘in’ towards music discovery, offering a risk-free opportunity to finding the best music for them without the headache.
INSIGHTS
- “HAVING ALMOST NO IDEA WHAT’S GONNA BE PLAYED NEXT IS KINDA NICE.”“I ACTUALLY RESPECT PANDORA. I DON’T USE IT ANYMORE. BUT IT HELPED ME DISCOVER A LOT OF NEW ARTISTS I DON’T THINK I COULD FIND ON MY OWN.”
After all, Pandora is the expert.
- In 2024, ad revenue exceeded $1.6 billion, though subscription revenue slightly declined.
- Streaming had 38 billion hours watched in 2023.
- The Streamer Awards averages 339,000 viewers, utilizing co-streaming for publicity
- Average Age: 26
Working on this project brought me to think about loyalty and pushing out of my comfort zone. I considered why I tie myself to specific brands, and why some of those ties have broken over the past years. Whether I like it or not, I definitely have emotional connections to these brands.
TAKEAWAYS
Parker Scoffield - Strategist
Strati Young - Media Planner
Joseph Doman - Account Manager