Tidal subscribers are surging at unprecedented rate…
But, is it enough to compete with Spotify and Apple Music?
Well…Currently Spotify sits at 30 million paying subscribers, Apple Music sits at 13 million, and at last count Tidal had 3 million.
But, that was before they adopted streaming exclusives as a major strategy. The Tidal team must have reflected on the major surge in sign-ups that exclusively streaming Kanye West ‘The Life of Pablo’ album had and decided that exclusives were the way to successfully grow and compete with the major players in the game.
Kanye’s The Life of Pablo single-handedly doubled subscriber numbers, so streaming Beyonce’s ‘Lemonade’ album was a complete no-brainer.
Where does it stand amongst its competitors now?
Well DMN reported a surge in subscribers numbers just days after Beyonce’s Lemonade was released on the platform. Now, Tidal have confirmed that the service gained a massive 1.2 million user sign ups (including free trials) in the first week of Lemonade’s release. If you add that 1.2 million to their already existing 3, that’s 4.2 million subscribers.
The average growth rate for Spotify and Apple Music is 1 million paying user sign-ups a month. The fact that Tidal gained over 1 million in a week is a massive milestone for the platform. But, Tidal still has a long way to go to be on the same level as Apple Music, let alone Spotify.
Apple Music have also been using ‘windowing’ a major artists album as a way to gain a bigger piece of pie – with the exclusive release of Drake’s album, that will have definitely bumped user sign-ups.
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