Pandora: iTunes Radio will be great — for Pandora

Pandora: iTunes Radio will be great — for Pandora

iTunes Radio will spur more people to digital radio from broadcast
radio, not from Pandora to Apple, the company’s financial chief says,
but Pandora’s international horizon remains dim by comparison.

 Pandora says it isn’t sweating the coming of Apple’s iTunes Radio later this year. In fact, it’s looking forward to it.

“I think there are a lot of benefits” from the introduction of
iTunes
Radio, Chief Financial Officer Mike Herring said Wednesday at an
investor conference in Boston. iTunes Radio will bolster the exposure of
digital radio and accelerate the move to it from traditional broadcast
radio, he said.

Herring also compared the entrance of Apple’s long-awaited radio product
to the introduction of another behemoth’s online music service:
iHeartRadio from the country’s biggest broadcast radio network, Clear
Channel. “When iHeartRadio launched a couple years ago, we had the same
questions,” he said. “We’ve gone from 50% market share to 70% market
share and they’ve stayed flat.”

 “We won’t do much different,” he said. Herring was speaking at the Canaccord Genuity Growth Conference in Boston.

Pandora currently reigns on top of the Internet radio market, with more
than 200 million registered users, 71.2 million of whom were regular
listeners at the end of last month. Clear Channel’s iHeartRadio
surpassed 30 million registered users in May, and Spotify — the
on-demand music streaming service that folded in a radio product in 2011
— has more than 24 million active users, by comparison.

But even at the top of the pack, Pandora only represents about 7 percent
of U.S. radio listening. Herring’s contention is that Apple’s iTunes
Radio will speed the shift of terrestrial radio listening to digital,
not Pandora listening to Apple.

That stance turns its back on a big difference between Apple’s product
and Pandora’s, which is global reach. Pandora has rights to music in the
U.S., Australia and New Zealand, but Apple’s direct agreements with
music labels and publishers generally give it rights to the countries
where iTunes operates, numbering above 100. Apple is rolling out iTunes
Radio in the U.S. only in the fall, but the company will add other
countries over time, according to Apple executive Eddy Cue’s unveiling
of the service earlier this year.

Wednesday, Pandora’s Herring said that the company is prepared to enter
other countries as soon as financially viable deals crop up. Unlike
Apple and on-demand services like Spotify, which strike direct deals
with labels and publishers, Pandora works through rights organizations
in each country.

Apple executive on a stage with iTunes Radio's logo projected behind him.
Apple’s Eddy Cue introducing iTunes Radio.

“We’ve yet to see any direct-licensing deal internationally that’s
financially viable,” he said, referring to how competitors have gone
about international expansion.

He added that in Australia and New Zealand, associations of song writers
and performers were willing to set rates that made the economics of
entering there work for Pandora. The company is “hoping to do a couple
things there” that prove its bona fides abroad and how Pandora’s entry
in the market “is beneficial for the artists,” Herring said.

“If we do that there, then we’ll be able to have those conversations in the rest of the world,” he said.

Pandora, as the biggest Internet radio service, has come under fire from musicians in the past for how little its they’re paid to be played on Pandora. Pandora has said it’s still paying artists much more than FM radio, which broadcasts music for free.

Even at a level of royalties that artists have grumbled about, licensing
costs still take up roughly two-thirds of Pandora’s revenue, which is
mainly driven by ads. 

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