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Pandora extends on-demand listening to free-tier listeners

Pandora Media Inc.'s ad-supported listeners will now be able to access on-demand music after watching a 15-second video ad.

The new function allows "freemium" users to unlock a session of the Pandora Premium subscription tier after viewing the ads. It is also touted as a boost to the Video Plus solution that enables video ads on Pandora's key product features.

"This unrivaled experience will drive listeners to Pandora and drive awareness for Premium, while also creating new opportunities for artists, labels, publishers and advertisers," Pandora President and CEO Roger Lynch said in a Dec. 14 statement.

The on-demand listening option will also be available to subscribers of the Pandora Plus tier.