Pandora
How can we connect Gen Z to Pandora Music amidst the staggering competition?
Ad Concept
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? They are used to customized playlists they make. But what we found was not all of them are fluent with their music tastes.
INSIGHTS -
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.
CREATIVE THOUGHT STARTERS -
We go where we can make the biggest impact for quieter voices: the Streamer Awards, where a witty French MC doubling as a Music Sommelier engages the audience in a memorable, funny way. This will build user sentiment and give those less familiar with music a reason to try Pandora.
After all, Pandora is the expert.
Stats
- In 2024, ad revenue exceeded $1.6 billion, though subscription revenue slightly declined.
Quotes
“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 dont think I could find on my own.”
More Stats
- Streaming had 38 billion hours watched in 2023
- The Streamer Awards averages 339,000 viewers, utilizing co-streaming for publicity
- Average Age: 26