Why is Tidal so low?

Why is Tidal so low?

In the fiercely competitive music streaming industry, Tidal stands out as a unique player. Launched in 2014, it promised to deliver high-fidelity audio quality and exclusive content while aiming to give artists a more equitable share of the revenue. Despite these distinctive features and a star-studded ownership group, Tidal has struggled to achieve widespread popularity compared to rivals like Spotify, Apple Music, and Amazon Music. This article delves into the reasons behind Tidal’s relatively low market share and explores the challenges it has faced in its journey to mainstream success.

  1. Late Entry into the Market

Tidal’s journey began in a crowded arena. By the time Tidal was introduced, the music streaming industry had already seen the rise of established giants like Spotify and Apple Music. These platforms had secured millions of users, making it challenging for Tidal to gain a foothold. The late entry into the market limited Tidal’s ability to capture a substantial user base.

  1. Pricing and Subscription Models

Tidal positioned itself as a premium music streaming service, appealing to audiophiles with its high-quality audio and exclusive content. However, this premium positioning comes at a cost, literally. Tidal’s pricing tiers, which include standard, HiFi, and HiFi Plus options, are notably more expensive than those of its competitors. This pricing strategy might have limited its appeal to budget-conscious consumers and hindered its growth potential.

  1. Limited Geographic Availability

Tidal’s initial focus was on select markets, primarily in North America and Europe. This limited geographic availability compared to its competitors meant that Tidal could not tap into the global market immediately. Spotify and Apple Music, on the other hand, expanded rapidly to serve a broader audience, further hindering Tidal’s potential for growth.

  1. Exclusive Content and Artist Ownership

Tidal sought to differentiate itself by emphasizing exclusive content and artist ownership. It secured high-profile artist partnerships and exclusive album releases. While these moves generated buzz, they also sparked controversies. Critics accused Tidal of promoting elitism and exclusivity within the music industry. Additionally, concerns about artists’ ownership stakes raised questions about potential conflicts of interest and biased promotion.

  1. Brand Perception and Public Relations

Tidal’s brand perception and public relations have played a significant role in its limited popularity. The service has faced negative press and public perception, including controversies involving its ownership and artist affiliations. These issues may have contributed to a lack of trust among potential subscribers and within the music community.

  1. User Interface and User Experience

A crucial factor in the success of any digital platform is its user interface and user experience. Tidal offers an aesthetically pleasing and functional interface, but it has been criticized for occasional glitches and a steeper learning curve compared to more established streaming services. These issues can discourage potential users and impact Tidal’s ability to retain its user base.

  1. Integration and Ecosystem

Successful streaming services like Spotify and Apple Music have effectively integrated their platforms into various devices and digital ecosystems. This level of seamless integration enhances user convenience. Tidal, while available on various devices, may not offer the same level of integration. This lack of cohesion can make it less appealing to users who prefer a unified digital ecosystem.

  1. Music Discovery and Recommendations

The ability to discover new music and receive personalized recommendations is critical for user engagement in music streaming services. Tidal’s algorithmic music recommendation system has faced criticism for being less accurate and engaging compared to those of its competitors. Users who feel less connected to the platform and less likely to discover new music may be less inclined to stick with Tidal.

  1. Marketing and Promotion

Effective marketing and promotion strategies are vital for attracting and retaining subscribers. Tidal may not have had the same marketing budget or reach as Spotify or Apple Music, which limited its ability to compete in terms of brand visibility and user acquisition. Effective marketing is essential for increasing its user base and market share.

  1. Evolving Industry Trends

The music streaming industry is dynamic, with evolving trends and changing consumer preferences. Tidal’s initial emphasis on high-fidelity audio quality may have been ahead of its time. Many users prioritize convenience and accessibility over audio quality, and adapting to these shifting industry trends is essential for long-term success in the streaming industry.


Tidal’s journey in the music streaming industry has been marked by unique features, exclusive content, and a commitment to artist ownership and revenue sharing. However, the platform’s limited popularity can be attributed to a combination of factors, including late market entry, premium pricing models, limited geographic availability, branding challenges, user interface issues, and intense competition from well-established players. To achieve broader appeal and sustainable growth, Tidal may need to reconsider its strategies and adapt to the changing landscape of music streaming. Only then can it hope to capture a larger market share and gain the recognition it aspires to.

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