The attention garnered by Jay Z’s glitzy Tidal relaunch on March 30 did the trick: the brand became the 27th most downloaded app in the whole of the US on iOS that day.
Since then, however, Tidal has worryingly failed to maintain its popularity.
According to unofficial but trusted iOS monitoring site App Annie, Tidal has sunk 761 places on the US’s most popular iOS apps list, to a recent low of No.788 on Monday (April 20).
In terms of music apps alone, Tidal hit a high of No.4 on March 30. Although its trajectory has fallen since, its decline isn’t quite as dramatic: Tidal is now the 45th most popular US music app on iOS, according to App Annie.
In the UK, its tumble has been even more severe. On March 31, a day after launch, Tidal was the 6th biggest music app and 47th biggest overall app in the market.
On Sunday (April 19) it has sunk to No.59 on the music apps list and – brace yourself – No.1351 on the chart of overall apps in the territory.
Tidal’s freefall – although it’s worth bearing in mind that we haven’t seen any really aggressive marketing from the company – is put into context when you compare it to some of its main rivals in the streaming music space.
Spotify is currently No.1 in the UK’s music app rankings and No.3 in the US. It is No.8 overall App in the UK and No.16 overall in the US.
Rdio is No.37 music app and No.572 overall app in the US. It’s No.43 music app in the UK, and No.792 in the UK.
Crucially, both of these apps have maintained their steady position in both territories.
Tidal confirmed on Sunday that its CEO, Andy Chen, would be leaving the business as it axed around 12 other positions.
Former Aspiro boss Peter Tonstad has taken over as interim CEO of the platform.
Music Business Worldwide
