Pandora says its July numbers show it now claims a 6.13% share of total U.S. radio listening. The leading webcaster streamed 1.2 billion hours of content last month to an active audience that grew to nearly 55 million by month's end.
It's an impressive comparison to July 2011's figures. Then, Pandora streamed 637 million hours (which means they're up 76% in the last year) to 37 million active listeners (so, a 48% increase), representing 3.51% of total U.S. radio listening.
Interestingly, audience survey firm The Media Audit on Friday issued a correction to its recently reported Pandora estimates (which were reported in RAIN here). They reported Pandora's current total reach as 11.3% with adults 18+. As it turns out, the company didn't ask survey respondents about Pandora in 20 of the 81 markets it studies. So, when only those 61 markets in which Pandora usage was measured are tabulated, its shows "Pandora's reach among adults within The Media Audit's 61 measured markets to be 22.6%, and represents more than 30.7 million unique monthly users within that same footprint."
Salt Lake City was Pandora's top market among those The Media Audit surveyed, showing almost 32% of its 18+ population having logged onto Pandora in the typical month. SLC tops Boston (30.7%), Atlanta (30.3%), San Diego (28.8%), and Charleston (27.9%).