Competition within the streaming arena is heating up thanks to a series of major album exclusives.
For Jay Z’s TIDAL, it was the release of his wife Beyonce‘s ‘Lemonade’ LP that really positioned the platform as a plausible player.
The controversial project landed on the service first in the form of a stream and was released to retail 24 hours later. As at writing, it remains a TIDAL-only property on the streaming front.
Today, data released by the service, unveiled just how profitable said moves have been.
Full story below…
TIDAL revealed the following:
- 1.2 Million users have joined since the debut of ‘Lemonade’
- The album has been streamed 306 Million times worldwide
- 229 Million of said streams came from the USA
- The LP’s accompanying movie has been watched 11 Million times
The numbers are phenomenal on all fronts. Especially when considering that ‘Lemonade’ is generating figures that double, triple, and even quadruple the the averages of major releases on much larger services such as Spotify and Apple Music.
Having touted a user-base of 3 Million back in March and adding 1.2 Million into the mix now, TIDAL is showing that with the right power plays it can make sizeable and rapid gains.
The task now will be for the service to consistently engage rather than continue the “big release…then silence” strategy that has defined it since its messy launch.