Infinite Dial: Pandora is more recognized, but Spotify is more used

In a peculiar perception vs. reality quirk, more Americans recognize the Pandora name than any other online audio brand, but Spotify is the online audio brand used more often.

First, here is the awareness breakdown:

Yet, the survey also revealed that Spotify owns a plurality of usage equity, at 31% compared to Pandora’s 18%.
Interestingly, this year’s Infinite Dial breaks out the online audio service people use, correlated to ownership of an Alexa or Google Nest smart speaker. Here we see how Google Nest leans toward Spotify, while Amazon Alexa usage dramatically increases listening share for Amazon Music. Not surprising, of course, but still a dramatic graphic:


Brad Hill


  1. This is not so surprising in a US survey Brad. Pandora was well-established before Spotify was born, and deeply entrenched in American minds before the Swedish company swam the pond. A few other rankings on that list surprise me however.

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