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# Pandora: “The Kleenex Of Music Discovery”
- URL: https://www.hypebot.com/pandora-the-kleenex-of-music-discovery/
- Published: 2010-06-24T12:51:00.000Z
- Updated: 2010-06-24T12:51:00.000Z
- Description: In a new report from Edison Reseach, Tom Webster writes that Pandora is poised to be "the Kleenex of music discovery". They asked a representative sample of Americans who had ever listened to. Continue reading [https://www.hypebot.com/hypebot/2010/06/pandora-the-kleenex-of-music-discovery.html]
- Author: admin
- Tags: Uncategorized, #wp, #wp-post, #Import 2026-01-21 10:59

In a new report from [**Edison Reseach**](http://www.edisonresearch.com/?ref=hypebot.com), **Tom Webster** writes that **[Pandora](http://pandora.com/?ref=hypebot.com)** is **poised to be** [**"the Kleenex of music discovery**](http://www.edisonresearch.com/?ref=hypebot.com)". They asked a representative sample of Americans who had ever listened to Internet-only audio what brands they could recall in the space. Amongst all Internet-only radio listeners, **Pandora was on top**, with **28%** of the sample recalling the online music service. However, amongst frequent social networkers, this **unaided** recall figure **soared to 40%**.

**Webster** emphasizes:

"

[![PandoraLogo-small](https://storage.ghost.io/c/3a/95/3a957c06-c825-4057-9939-0a274cc16d23/content/images/farm4-static-flickr-com/3325/3437638604_1f7ffe719b_s.jpg "PandoraLogo-small")](http://www.flickr.com/photos/23641367@N08/3437638604/?ref=hypebot.com)

The secret to **owning music discovery** online **isn't about the music** – **it's about t** **he data around that music**. In the case of music recommendations online, the data that will increasingly **give music meaning** is going to be *context*, not collaborative filtering. That context is going to **come from my friends**… **[Facebook](http://facebook.com/)** and **[Pandora](http://pandora.com/?ref=hypebot.com)** have given those content creators the tools to easily "like" music and share it… **We may be rapdily approaching** the day when "let me Pandora that to you" becomes as common as "let me **Skype you**" or "you can just EBay that." **Pass the Kleenex."**

See The Chart After The Jump.

[![pandora recall.031](https://storage.ghost.io/c/3a/95/3a957c06-c825-4057-9939-0a274cc16d23/content/images/farm2-static-flickr-com/1156/4730142981_90488765a5.jpg)](http://www.flickr.com/photos/23641367@N08/4730142981/?ref=hypebot.com "pandora recall.031 by Encrpyed Memories, on Flickr")

[](http://www.flickr.com/photos/23641367@N08/4730142981/?ref=hypebot.com "pandora recall.031 by Encrpyed Memories, on Flickr")