Pandora to acquire key assets from Rdio in move to strengthen position

Pandora was one of the first streaming music services available, launching in 2000. Today, it announced it will be purchasing the technology assets of Rdio after Rdio files for bankruptcy.

Last week was a big week for mobile music services with Apple Music launching on Android and YouTube Music launching for iOS and Android. In attempt to strengthen its position in the music space, Pandora announced it will acquire key assets from Rdio.

Rdio was a popular service that launched in 2010. Rdio never announced how many subscribers it had, but industry estimates had the number around 500,000. Subscribers enjoyed Rdio's user interface and family plan options.

Rdio filed for bankruptcy in Northern California, but stated services will continue for the time being. Pandora plans to offer positions to key Rdio team members and roll out an expanded Pandora music experience by the end of 2016.

Pandora currently has a reported 78.1 million listeners and for many is the Kleenex of streaming music services. Pandora launched in 2000 and continues to actively expand through acquisitions and licensing agreements. Pandora is integrated in more than 100 car models, including Ford, BMW, Acura, Lexus, and Chevrolet.

While I used Pandora in the early days, lately I've been using Google Play Music and Apple Music. Pandora is more of a radio service and the last time I used it I found it repeated too many songs. I may have to give it a try again in 2016, after Pandora integrates Rdio's technology.

One major reason music aficionados do not consider Pandora is that the service only has a reported 1 million songs while other leading services have 20 to 30 million. The acquisition of Rdio doesn't look to address this shortfall.