With an estimated 76 million monthly users, a mere 100,000 paying subscribers, and a valuation that is now $150 million after a 2014 high of $700 million – where should SoundCloud pivot to next to achieve growth? Source: Music Watch SoundCloud, a Berlin-based online audio publishing and streaming platform which predated its’ streaming competitors, has been unable to make a meaningful dent in this emerging ecosystem, neither as a streaming service nor as a publisher. In the realm of music publishing, the industry continues to be led by the “Big Three”: Sony, Univeral Music Group and Warner. As the music industry continues its’ global digital transformation, and a revenue recovery trajectory driven by an increasing share of streaming revenues, the conversation has been dominated by two main competitors: Stockholm-based publically traded Spotify leading the way with 36% global market share of streaming revenue and 83 million paying subscribers and Apple Music gaining with 19% share and 44 million paying subscribers.
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