Twitter is reportedly going to shut down its #Music service. The app #NowPlaying over the last six months hasn’t generated quite the traction as expected, and its “fate is nearly sealed” according to AllThingsD with “abysmal” numbers in both iTunes App Store downloads and engagement. Apparently Twitter is in the midst of revamping the music department and the #Music app may be the first to go. The app, which was never fully integrated with the rest of Twitter’s services, was led by now former Twitter business development leader Kevin Thau, who moved on to become the chief operating officer at Jelly, a startup founded by one of Twitter’s forefathers, none other than Biz Stone. The project, which was also built by the “We Are Hunted” company Twitter acquired to work on music products, seems to have little traction for Twitter to keep supporting.
Twitter #Music Usage
After a hot April debut where Twitter #Music reached the No. 6 overall slot in free app downloads, its been on the slide ever since. According to the mobile analytics company Onavo, who was just recently purchased by Facebook, Twitter is now the #1672 ranked app as of October 19, while another analytics service AppAnnie, pits Twitter #Music as the #264th most popular music app in iTunes.
What started out as a great idea to get music recommendations from the people you follow, hasn’t seem to have drawn the same interest as other services solely focused on users’ listening experiences like Rdio.