Piper Jaffray To Track Pandora Vs. iTunes Radio Popularity Via Twitter
November 20, 2013

Investment bank & asset management firm Piper Jaffray announced yesterday it is launching a new, weekly analysis tweets about streaming music on Twitter to "measure the consumer sentiment trends between iTunes Radio and Pandora."

According to Marketwatch, Piper's Apple analyst Gene Munster said that while the current data only represents "a snapshot," eventually it should result in a clearer picture of consumers’ feelings about the two services. So far, Pandora is easily the leader, as Munster says the company's first tracking of Twitter sentiments shows Pandora has "a significant lead in terms of daily tweet activity about the service compared to iTunes Radio."

Piper found that consumers are tweeting about Pandora between 300,000 and 600,000 times a day, in contrast to fewer than 50,000 daily tweets about iTunes Radio.

"ITunes Radio is only a small part of the Apple story, [but] Pandora investors remain very focused on listenership trends," Munster told Marketwatch. Pandora recently reported 1.47 billion listening hours for October, up 18 percent from a year ago and more than eight percent from September.

Munster added that iTunes Radio "is largely irrelevant to the Apple story," as the company's revenue from iTunes Radio ads is not very significant. He also told Marketwatch he believes it is "highly unlikely" that Apple could build a streaming music service equal to Pandora, and even if the company did, it would only add less than one percent to Apple's projected 2014 revenue.

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Mark Adams
San Francisco

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