Tidal has been seeing a massive growth in subscribers with their exclusive content strategy in recent months. Back in February, Kanye West shared The Life of Pablo on Jay Z’s music streaming service, and the response was overwhelmingly good. Tidal revealed their subscriber base doubled from 1 million to 2.5 million. What’s more, Tidal claims that Pablo was streamed over 250 million times in its first 10 days of release.
For Beyoncé, whose sixth solo LP LEMONADEwas released on Tidal April 23, the impact was just as big as Kanye’s. In a new article in The New York Times, the newspaper reports that after Beyoncé released LEMONADE, Tidal gained another 1.2 million new subscribers. LEMONADE resulted in 306 million global streams for songs from the album, with about 75 percent of those streams (229 million) coming from the United States.
Although the current number of subscribers is unknown, they are slowly becoming a competitor among streaming giants such as Spotify and Apple Music. In March, Tidal claimed they had three million subscribers in comparison to Spotify’s 30 million subscribers and Apple Music’s 13 million subscribers. They still have a long way to go, but these exclusive releases seem to be working for them.