What Killed Turntable.fm?
Nir’s Note: In this guest post, Ryan Hoover, Director of Product at PlayHaven, utilizes my thinking on the “Habit Zone” to shed light on where Turntable.fm fell short. Ryan blogs at ryanhoover.me and you can follow him on Twitter at rrhoover.
Remember Turntable? When it first launched in May of 2011, the music service seemed to own the internet, growing from zero to over 420,000 monthly active users (MAU) only two months later1Turntable initially required Facebook to login and use the service. According to AppData, Turntable’s usage peaked at approximately 420K monthly active users in mid-July, 2011. .Unfortunately, that growth didn’t last long as many of its early adopters ditched the service. It is now estimated to have only 20 – 50,000 MAU’s, a fraction of its early peak.2AppData estimates just over 50K MAU’s for the month of February. In comparison, Compete estimates 20,375 MAU in January.
As I described nearly two years ago, much of Turntable’s success was due to its well-executed social engagement loop; however, that wasn’t enough. So what went wrong? (more…)
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