The subscription service tries to keep up with Apple music.
Following in the footsteps of Spotify, Rdio and, most recently, Apple Music, Tidal has made a pretty big announcement that will try to keep them on par with the other streaming services. They will now allow for a "family" plan that will allow several users to have the system and pay only bill.
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With this new pricing scheme, Jay Z's music-streaming service will allow a primary account holder to have multiple people, up to four, under one roof. The rub is that they really do need to be under one roof, unlike Apple's which just requires everyone to have a code. Tidal's discount is fairly simple to understand if you have ever used a subscription service like Netflix or Apple music: you get 50 percent off for each person added to your main subscription, including both the Premium and HiFi options -- which are $10 and $20 per month, respectively. For reference, Apple's plan allows up to six people to be on your family plan and it only costs $10.99 per month. Spotify has already announced that they will be cutting how much they charge because of the low numbers Apple is putting forward.
A few weeks ago, Tidal also introduced student pricing, in an effort to match what competitors are offering. The real value to listeners, however, may ultimately come down to Tidal's exclusive content, as evidenced by the recent news from Prince and Weezy F. Baby, according to Verge.
Tidal has a lot of catching up to do - they are falling even further behind due to the Apple Music phenomena, so they will have to pull out some other tricks. They have already used gimmicks like exclusive content, videos, songs, and performances, but so far the results haven't been all that great.
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It will be interesting to see what's to come from Tidal, especially given sales numbers and dipping subscriptions.