Pandora is launching an on-demand streaming tier to compete with services like Amazon Prime, Apple Music and Spotify.

Pandora Premium launches later this week, combining Pandora’s personalized radio stations with the ability to search and play any track, album or playlist tailored to listeners’s distinct preferences. The service costs $9.99 per month and will focus on helping users curate their own music experience for any situation.

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“Every day tens of millions of people trust us to choose the exact right song for them. That’s why they spend more time with Pandora than any other music service,” said Tim Westergren, founder and CEO of Pandora in a statement. “With Premium, we’re leveraging our immense trove of data and everything we’ve learned about personalization to offer a listening experience that sets a new standard for what a music service should be.”

Company officials say invites for a free trial of Pandora Premium will begin to roll out to select listeners on March 15 and an option to upgrade will be available to all listeners over the coming weeks. The new streaming service will include:

A new “Now Playing” feature, which pulls a signature color from the album art and changes as each track plays.

Start a playlist with one or two songs, tap “Add Similar Songs” and Pandora’s Music Genome Project will work to create a playlist for any activity, mood or party.

Every song thumbed up on Pandora is immediately available in a “My Thumbs Up” playlist. Thumb up a few tracks on any Pandora radio station and Premium will automatically create a new playlist of these songs too.

New browse options stocked with personalized suggestions for the latest releases from current and soon-to-be favorites — everything from classical to metal, jazz, hip hop, country and everything else.

Offline mode allowing users to download any album, song, station or playlist with a WiFi or internet connection

Existing Pandora Plus subscribers will enjoy six months of Premium for no additional charge. Trial lengths for existing Pandora ad-supported listeners and those new to Pandora vary. Premium is available now for iOS and Android, in the car via Apple CarPlay and Android Auto and on Google Chromecast. It will be available on other platforms, including popular connected devices and web, in the coming months.

Dave Brooks
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Dave Brooks

Founder & Executive Editor at Amplify Media
Dave Brooks has over 15 years experience as a writer, including eight years as the Managing Editor of Venues Today. He started Amplify in 2014 to give the industry its own voice and turn up the volume on live entertainment.
Dave Brooks
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