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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

Kanye West 'The Life of Pablo' Tidal exclusive boosts UK users on Android threefold

The release of Kanye West’s new album on Tidal helped bolster UK Android users using the app by 155 per cent this week.

Digital marketing company, SimilarWeb measured the average percentage of UK Android owners using the Tidal app between 13-15 February.

During the period, daily installations of the app were up by almost a third, resulting in 0.10 per cent of UK Android users having Jay-Z’s music streaming service on their mobile.

Despite making strides, Tidal’s Life of Pablo exclusivity period will eventually end, and the album will be made available for sale at some point as was originally planned.

The stumbling music platform still has a lot of ground to make up with Spotify present on 17.43 per cent of devices.

The analysis comes after the exclusive album sent the Tidal app to the top of Apple's App Store. The announcement similarly catalysed the Google Play store.

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