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The cost of everything from Pandora jewelry to Adidas sneakers is rising: The trend is poised to accelerate as tariff-hit goods arrive at US ports鈥攁nd shoppers have taken note.

When SiriusXM acquired Pandora in 2019, Pandora had recently acquired digital audio ad tech company AdsWizz, which now acts as the ad server and sell-side platform (SSP) for the entire SiriusXM Media portfolio.

The news: Apple Music launched a tool in Australia and New Zealand for importing libraries and playlists to help convert users from competing platforms like Spotify, Tidal, YouTube Music, and Pandora. Users can transfer songs, albums, and personal playlists through the web or Apple Music鈥檚 iOS and Android apps.

Thirty-five percent of Gen X users ages 45 to 54 listen to the free version of Pandora, making it the leading ad-supported digital audio platform for younger Gen Xers. This is likely because this cohort generally doesn鈥檛 change their digital habits without a reason, and Pandora works well for them. Both Sirius XM (31%) and AM/FM online radio (30%) rank above Spotify as well (26%).

Just 8% of digital audio listeners use Amazon Music most often, per SiriusXM Media, trailing Spotify (34%), YouTube Music (21%), Apple Music (13%), and Pandora (13%). Listeners across age groups spend an average of 49.7 hours per month on Spotify, compared with 0.8 hours a month on Amazon Music, per Comscore.

YouTube鈥檚 share was more than four times as big as the shares claimed by any other ad-supported service鈥攁d-supported Pandora represented 3%, while ad-supported Spotify, SiriusXM, and Amazon Music each represented 2%.

Examples of VR include photos and videos (e.g., Google Earth VR), immersive games (e.g., Avatar: Frontiers of Pandora, Meta Horizon Worlds), and virtual simulations (e.g., product demos, virtual showrooms). Examples of VR headsets include Apple Vision Pro, AuraVisor, HP Reverb, HTC Flow, HTC Vive, Meta Quest, and PlayStation VR.

Older users favor a more fragmented mix that includes YouTube Music, Pandora, and Amazon Music. Yes, but: Advertisers have ramped up podcast spend, but listening habits aren鈥檛 uniform鈥攑latform preferences shift substantially by age group. Brands leaning too heavily on youth-oriented platforms risk missing sizable and growing older audiences.

Click here to view our full US listener forecasts for Spotify, Amazon Music, iHeartRadio, Pandora, or Apple Music. iHeartRadio will lead in listener growth this year (4.5%), but the boost will be modest.

Danish jewelry maker Pandora, for instance, has already adjusted its profit forecasts, citing potential cost increases due to US tariffs. Supply chain disruptions. High tariffs on goods made in China are disrupting established supply chains鈥攁lthough the president announced a 90-day 鈥減ause鈥� on the most severe of the proposed tariffs, temporarily reducing the top rate to 30%.

YouTube is the preferred podcast platform among US listeners of this medium, according to Morning Consult. Spotify takes second place, followed by Apple Podcasts and Pandora.

It was a happy holiday season for several retailers: Lululemon, Abercrombie & Fitch, Crocs, and Pandora are among the companies that beat expectations over the final months of 2023.

Respondents in the US were asked if they used Pandora, which was not available in any other countries. The differences among demographic groups were more pronounced in digital audio streaming than for video streaming. A large divide was evident between the youngest age cohort (ages 16 to 24) and the oldest (ages 55 to 64), between high- and low-income households, and between urban and rural dwellers.

Top-line time spent with media will grow very little in the US going forward, making it essential to identify which formats and platforms are winning the newly zero-sum competition for consumer attention.