The Pandora app was recently updated to transform the platform to be more advertiser-friendly. The new update allows users to access Pandora's Premium tier, however, instead of paying a subscription fee, users will have the option to watch a 15-second video. The Premium tier allows users to access entire albums, as well as premium playlists and more.
Heineken has already started to run ads after the update to the Pandora app, and other major companies will likely follow.
The new advertiser-centric format will allow the platform to expand its user base, as people will be enticed by the free service. Additionally, the ads will allow Pandora to collect more in ad revenue each quarter.
Image Credit: Pandora