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Microsoft ends Groove streaming, shimmies over to Spotify instead

They realized their music streaming service wasn’t so groovy after all.

PHOTO: MICROSOFT

Music streaming giant Spotify is truly making their competitors see green.

On Monday (Oct 2), Microsoft announced that it intends to scream bloody murder and kill its very own music streaming service, Groove Music Pass. It then encouraged its subscribers to migrate to Spotify instead.

In a press release, Microsoft graciously (and tactfully) admitted to the fact that music streaming has become the masses’ prefered way of listening to music.

According to the release, Microsoft explained that Groove, which was born from the iconic Xbox music, does not have the variety or offer the same level of interactivity and user experience as Spotify.

“As we continue to listen to what our customers want in their music experience, we know that access to the best streaming service, the largest catalog of music, and a variety of subscriptions is top of the list.”

– Microsoft press release

And as for all of Groove’s faithful subscribers, Microsoft has assured them that the migratory process will be smooth; they will also be linking relevant instructions in the Groove app itself.

In addition to being able to directly move their playlists to Spotify, current Groove subscribers will be offered a free 60-day trial of Spotify Premium (both Groove and Spotify Premium subscriptions costs US $9.90). Furthermore, similar to Groove, Spotify Premium will provide the very same ad-free perks.

Microsoft also explained that Groove will not be trashed completely. The app will still be around, albeit not for its original use of music streaming, but rather as an existing, online music library of their listener’s downloaded songs.

The only choice

Spotify serves as a logical and only viable option for Microsoft as the only other notable streaming services in the industry are Apple Music and Youtube, and both belong to direct competitors.

PHOTO: FLICKR

Spotify is also the largest player around. As of July 2017, it announced that it has a total of 60 million subscribers.

Apple Music has only half that amount and while YouTube has a massive listener strength of 1.3 billion, its ad-free subscription package, Youtube Red, as of early 2017, only peaked at an estimated 1.5 million subscribers.

Music streaming: the next big thing

In Singapore, music streaming is also fast becoming the dominant way of enjoying music.

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According to Statista, the total number of music streaming users in Singapore as of 2016 has reached 1 million and is predicted to grow by 40 per cent, to roughly 1.4 million, by 2022.

The music streaming industry is also chalking up huge profits. In 2017 alone, Singaporeans spent a total of US $9.8 million on streaming services.

However, at US $4.2 billion, the United States remains as the largest spender and according to the Record Industry Association of America, streaming subscriptions in the US account for six out of every ten American dollars spent on music.

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