Pandora sits inside SiriusXM Media, which reaches 41 million monthly listeners and 87% of Pandora’s listening is ad-supported, meaning almost every listener on the platform is reachable by your ad.
Pandora extends your media plan into the hours and devices where screens aren’t an option.
Meet Your Audience: The Loyal Majority
In an era of subscription hopping and platform fatigue, Pandora’s audience is something rare in digital: they stay.
What makes them valuable?
You’re reaching the household decision-maker during the part of their day no other channel owns, and they’re a known quantity, not a fleeting impression.
- 80% of Pandora listeners are loyal listeners.
- 44% have been with Pandora for over a decade.
- Listeners spend 26 hours and 27 minutes on the platform every month, and 74% listen weekly or more often.
What Are They Listening To?
Pandora has built its experience around three pillars: personalized music, connected home, and connected vehicle.
- Pandora’s music catalog spans over 100 million tracks and 25 million stations are added every month.
- Pandora’s connected home stack reaches 8.9 million monthly unique listeners through over 2,000 integrations including Sonos.
- Pandora’s connected vehicle stack adds 10.2 million monthly uniques and 3 million mobile Bluetooth in-car listeners in real time, powered by Apple CarPlay, Android Auto, and dozens of OEM integrations.
Pandora vs. Streaming TV, What’s the Difference?
By 2026, Streaming TV and Streaming Audio have blurred into a complementary, full-day ad-buying strategy.
They’re not competing channels, they’re covering different parts of your audience’s day.
Streaming TV owns the lean-back hours, evenings on the couch, weekends with the family, primetime tentpoles. Pandora owns everything else: the commute, the school run, the lunch break, the cooking-dinner hour, the workout, the errands.
Edison Research’s SiriusXM Audio Study found that Streaming Audio adds 74% incremental reach on top of media plans that already include Streaming TV, linear TV, and social. Audio reaches your audience in the moments TV can’t.
A buy on Streaming TV is attention on the biggest screen in the house.
A buy on Streaming Audio is attention everywhere else.
How to Measure
Pandora gives you decade-long audience loyalty. [cognition] is the platform that lets you activate it, measure what happened, and prove it worked, all in one place.
We break our Measurement Studio into three layers:
- Reporting is your receipt. Where did your money go, how many impressions did you get, and what was your CPM? Across every tactic and every channel, in one unified view.
- Attribution is one-to-one. I served an ad, they bought a thing. [cognition]’s Headless Analytics Tag stitches the full journey from TV exposure to website action to purchase, so you can calculate actual ROAS, not just guess at it.
- Measurement is directional feedback. The Headless Analytics Tag connects ad exposure to real-world outcomes, whether that’s foot traffic to a physical location, key actions on your website, or lift in the markets where you’re running media.
And underneath those three layers is the overlap story.
We look at overlap two ways: across siloed DSPs and publishers to see who’s serving the same audience, and on-site, to see what cross-shopping actually looks like.
The real question isn’t whether you’re reaching the same people across channels. It’s whether they’re shopping across your network.
Learn more about our measurement solutions here.
Ready to add Pandora to your media plan?
