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A lot of people have apparently become “Team Tidal” since the release of Beyonce’s Lemonade and Kanye West’s The Life of Pablo, evident by its massive growth in subscribers.

The Jay Z-owned streaming service has been marketed well when it comes to its exclusive content strategy. According to TMZ, the company has doubled its subscriber base from 1 million to 2.5 million this year. More impressively, it was streamed over 250 million times in the first 10 days of release.

Fast forward a couple of months since West released his album and Mrs. Carter ended up doing the same thing with her sixth album, which was a Tidal exclusive. According to the New York Times, this led Tidal to gain another 1.2 million subscribers and resulted in 306 million global streams for songs off the album.

Tidal now joins other well known streaming services, such as Spotify and Apple Music, by offering a paid subscription service.

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