Well there’s certainly one way to ensure that your streaming service is competing with the top dogs like Spotify and Apple Music, and that’s adding a few extra hundred thousand numbers on top of your active user report.

Obviously this isn’t great business practice, but it seems to be a practice Jay Z’s streaming service, Tidal, have been using according to a pretty long report from Norwegian newspaper Dagens Næringsliv. Apparently, Tidal has been inflating its user numbers since the company was acquired by the super star rapper two years ago… yeesh.

The paper reportedly acquired internal reports from the streaming service showing that in reality it only had 350,000 subscribers in September 2015, a time when Jay Z reported that Tidal had reached 1 million users. In March 2016, when the service announced it had 3 million subscribers, the paper reveals that the numbers were closer to 1.2 million activated accounts and 850,000 subscribers.

Tidal is apparently no stranger to inflated numbers as the company stated it was filing a suit against its previous owners, whom it blames for past inflated numbers, however they certainly aren’t to blame for this recent spat of fabricated subscriber numbers. Interestingly, the Norwegian paper reports that these suits have yet to materialise.

The paper has indicated that Tidal’s numbers are on the decline after reaching its peak following the release of Beyoncé’s album in April. Dagens Næringsliv also states that in October 2016 Tidal had 1.1 million paying subscriber numbers.

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