Internet radio giant Pandora released its March audience numbers today, and it would seem that the company’s steady growth won’t be put to a halt any time soon.
After total listener hours were flat between December and March, the past month saw listening numbers increase by 100 million hours, for a total of 1.49 billion, which is up from 1.39 billion last month and up from 1.07 billion during the same period last year.
Pandora’s share of total radio listening was down from the previous month, however, dropping from 8.48% to 8.05%.
Active listener numbers, the number of registered users who interacted with the service within a given time period, continued their ascent, from 65.6 million in January to 69.5 million in March.
On the subject of time periods, the window that Pandora was using for its monthly metric reports was quadrupled for the March report. Earlier reports were based on data from the previous seven days, whereas March’s report is based on the previous 28 days of data, providing a more accurate representation of the company’s stats.
According to data released yesterday by The NPD Group and covered by Billboard.biz, Pandora’s growth looks to continue as younger listeners are replacing Internet radio for AM/FM. In the fourth quarter of 2012, according to the report, 39% of music listeners between the ages of 13 and 35 used Pandora, with rival service iHeartRadio a distant second at 11% and Spotify pulling a 9% share of the demographic. Combined with the decline of terrestrial radio, which dropped 2% in the 13-35 demo while Internet radio usage was up 6%, to 24% and 23% respectively, it would seem that Pandora’s usage will continue to expand.