Data from The Media Audit's new National Report shows Pandora reaches more than 11% of 18+ U.S. consumers weekly, tops among streaming music services (and easily tops among Internet radio -- see today's Webcast Metrics ratings story). That's more than 16 million listeners across 62 of the 81 markets The Media Audit measures.
The study reveals some interesting qualitative data as well: Pandora can count among its listeners a higher percentage of "affluent working women;" business owners, partners, corporate officers, and managers; and African American, Hispanic, and Asian listeners than the general U.S. population.
While just under 10% of U.S. consumers are employed women with a $75,000+ annual household income, these affluent working women account for nearly 15% of Pandora's weekly listeners (In other words, Pandora listeners are 51% more likely than the average U.S. consumer to be "AWWs.").
Similarly, Pandora listeners are 23% more likely than the general population to be a business owner, partner, or corporate officer -- and 38% more likely to be a proprietor or manager.
Pandora's listeners are also 9% more likely to be African American than the general population, 23% more likely to be Hispanic, and 36% more likely to be Asian.
Read more about this study from The Media Audit's newsletter here.