In early February, daily downloads hovered between 5,000 and 10,000. Daily downloads quickly reverted back to pre- TLoP levels. While Kanye briefly made TIDAL a serious contender, the growth did not last. They peaked at 340,000 on February 15.Īnd then there was a precipitously steep decline. TIDAL downloads grew from 15,000 on February 13 to 254,000 on February 14. Over the first five days of the album’s existence, TIDAL downloads exceeded those of both Spotify and Pandora. Within 24 hours, TIDAL skyrocketed to number one in the iOS App Store. He urged fans to listen, and they obliged. And it will never be for sale… You can only get it on Tidal. My album will never never never be on Apple. Kanye West has a knack for creating publicity and setting trends, and his announcement that his long awaited new album, The Life of Pablo ( TLoP), would be available only on TIDAL had that effect.
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This time series of monthly user data for the top four streaming services and TIDAL illustrates this disparity: After that, there’s a steep drop all the way down to TIDAL, which places tenth with just over 150,000 users per week. Popular streaming services Pandora and Spotify are next at 36 million and 31 million weekly users respectively. But this still provides insight into how listeners consume their music.
Its position is aided by the fact that this data includes users who listen to their personal music libraries in the app-and the same is true for Google Play Music.
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It includes both iOS and Android users.Īpple Music sits comfortably at the top of the list at just over 48 million weekly users. The following chart displays the average weekly users of various services during January 2016.
It appears that Kanye West’s impact on TIDAL subscriber numbers will be fleeting at best.īefore we investigate Kanye’s impact, let’s look at the mobile music app landscape as it existed before The Life of Pablo was released. It is unlikely that TIDAL will hold on to them for long. While Kanye and The Life of Pablo generated a flurry of downloads for the TIDAL app, these new users are not engaging in the app. To do so, we analyzed TIDAL’s subscriber, usage and retention data from SurveyMonkey Intelligence, a Priceonomics customer that has a platform for measuring app performance.Īccording to the data, most of TIDAL’s gains from the Kanye West experiment were temporary.
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It was a bet that making TIDAL the only place to stream the anticipated new album would attract new subscribers-and that those subscribers would stick around after the free 30-day trial ended. In an effort to attract new users, TIDAL made waves by obtaining the exclusive rights to Kanye West’s new album, The Life of Pablo. Despite the fanfare that surrounded the music service, which is backed by celebrity musicians like Jay Z, it has only a small fraction of the users and revenues of competitors like Spotify and Pandora. Since its launch in 2014, TIDAL has struggled to attract a large number of users. Does your company have interesting data? Become a Priceonomics customer. This post is adapted from SurveyMonkey Intelligence , a Priceonomics Data Studio customer.
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