Mobile commerce firm Bango has partnered with music streaming service Pandora to power subscriptions through Pandora reseller partners. Initially available on AT&T, the deal is aimed at enabling Pandora to grow its subscriber base.

Eligible customers can select a bundled subscription to Pandora Premium, the streaming service’s ad-free subscription level, enabling users to search and play for any song within its library, with unlimited skips and replays, higher quality audio, offline listening, the ability to create playlists and access to Pandora’s recently launched Personalised Soundtracks.

Pandora has largely relied on a free, ad-supported model for revenues in the past, but shifting consumer behaviour saw it introduce the Premium subscription program in March 2017. According to the Recording Industry Association of America, the majority of the 16.5 per cent rise in music revenue in the US in 2017 was due to music streaming services.

“Driving subscriber growth is a key focus area for us this year,” said Dave Geary, vice president of business development at Pandora. “We’re excited to partner with Bango to enable listeners’ seamless sign-up to Pandora’s subscription music services through Bango’s network of telco and other billing partners.”

“Bango is excited that Pandora has chosen to use the Bango Platform to broaden their reach through partnership with resellers,” said Ray Anderson, CEO of Bango. “We look forward to building on this initial launch to enable Pandora to grow new subscribers in the era of streaming services.”