Pandora Media Inc (NYSE:P) Launches Personalized Playlists To Take On Spotify

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Currently Spotify is leading globally with regards to music streaming. Its competitors who include Pandora Media Inc (NYSE:P) are not sitting on their laurels though and are involved in efforts aimed at differentiating their services in order to win over not just listeners but also artists.

One of the key features of Spotify that has drawn users to it is that playlists can be customized for individual users. In a bid to compete better recently Pandora recently launched its own take of personalized playlists which are geared to match the moods and activities of a particular user. Pandora’s Music Genome, music information database, is powering the playlists.  The database has been undergoing development for a period of more than a decade and has achieved the ability of accurately classifying music.

Thumbprint Radio

Other personalization efforts that the Music Genome is already powering include Thumbprint Radio which allows the automatic playing of similar music when a user exhausts a playlist they have exhausted. However this feature has never been used in building playlists.

“We’ve been building out, for many years, a collection of well over 75 machine learning algorithms and techniques to help drive content discovery and delivery. What we’re doing is what we believe is the bleeding edge of deep learning algorithms,” said Chris Phillips, the chief product officer of Pandora.

Development of the new playlists has been done using a variety of machine learning algorithms, raw audio analysis conducted by Music Genome, collaborative filtering methods as well as in-house editorial curation.

User’s listening activity

Once launched Pandora can create more than 60 personalized playlists though users will not be able to log in and immediately access 60 new playlists but rather they will be rolled out as Pandora’s gains an understanding based on the listening activity of the user.

The new playlists of Pandora will initially be available to the premium subscribers of the internet radio firm. The personalized playlists are expected to assist Pandora in boosting its subscription service. Currently the number of subscribers stands at 5.48 million.

On Thursday shares of Pandora Media Inc rose by 1.41% to close the day at $5.03 per share.

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