Technolgy Rules: Pandora’s Podcast Genome Project goes live for all

Thursday, December 6, 2018

Pandora’s Podcast Genome Project goes live for all

Last month, Pandora announced it would soon be bringing its “Genome” technology to a new space outside of music: it would leverage a similar classification system to make podcast recommendations, too. Initially, the feature was only available to select users on mobile devices, ahead of a broader public launch. Today, Pandora says its Podcast Genome Project has gone live for all users.

Like Pandora’s Music Genome – its music information database capable of classifying songs across 450 different attributes — Pandora’s Podcast Genome Project is a cataloging system designed to evaluate content. But its focus is on audio programs instead of music.

The Podcast Genome Project can currently evaluate content across over 1,500 attributes, including MPAA ratings, production style, content type, host profile, and more, alongside other listener signals, like thumbs, skips, replays and others. It uses a combination of machine learning algorithms, natural language processing and collaborative filtering methods to help determine listener preferences, the company says.

Pandora then combines this data with human curation to make its podcast recommendations.

These recommendations are live now in the Pandora app’s “Browse” section, under the banner “Recommended Podcasts For You.” Podcasts will also be discoverable throughout the app in the Now Playing screen, search bar, in the podcast backstage passes, and in the episode backstage passes.

At launch, the app is aggregating over 100,000 podcast episodes in genres like News, True Crime, Sports, Comedy, Music, Business, Technology, Entertainment, Kids, Health and Science, the company adds.

Podcasters can also now ask to be included in Pandora’s app by filling out a form here.

Longer-term, a better recommendation system for podcasts could help Pandora as it becomes more integrated with its acquirer SiriusXM. The deal will likely bring SiriusXM’s exclusive programming to Pandora’s subscribers, which would greatly increase the number of audio programs available on its service. Putting the right programs in front of the most interested customers could then drive more people to upgrade to a paid subscription, impacting Pandora’s bottom line.