By Karly Brecher

Rdio, Inc.
1550 Bryant Street
San Francisco, CA 94103

Phone: 415-763-7211
Website: Rdio.com

Company Overview

Rdio is a privately-owned online music streaming service. Skype founders, Janus Friis and Niklas Zennström launched the company in 2010. Rdio is now available in over 35 countries. The service is ad-supported but users can opt for an ad-less subscription for $9.99 per month. Rdio can be accessed via the internet, desktop client, mobile app, and some in-home entertainment services (ex: Roku, Sonos.)  [1] [2]

Key Executives [3]

Finances

Rdio is a privately owned company and does not disclose their financial information online. Assumptions about the company’s financial well-being can be concluded from news published online. Rdio laid off approximately 35 employees (1/3 of the staff) this past November. A spokesperson for the company said the offs were in order to create a more efficient cost structure and to promote a sustainable business model. This insinuated that Rdio’s finances were weak. However, in March of 2014, Spotify acquired Dhingana, an India-based music streaming service for an undisclosed amount. This indicates that Rdio is trying to expand and must be doing better financially. [4] [5]

Competitors

Rdio is not the only streaming service fighting for domination in the United States, in fact, their market share is very small compared to competitors (but, their numbers are still growing.) Rdio has many domestic and international competitors.  The graph to the left shows the number of paying users for a variety of streaming services. Rdio has less than one million paying subscribers, however, this does not include “freemium” users. These numbers can far surpass the amount of paying subscribers. Rdio’s data is not public but for a comparison, Spotify has over 6 million paying users (as of November 2013) and over 24 million total users. The “freemium” accounts are ad-supported and subsidize artist royalties. Rdio’s main competitors in the United States include Spotify, Pandora, Beats Music, Slacker, and Sirius XM  [6] [7] [8]

Shazam Partnership

In 2012, Shazam, a music recognition service, partnered with Rdio to allow users to listen to Shazam’d tracks via Rdio . However, this partnership was only available in select countries. In late 2013, Rdio and Shazam announced the expansion of this service to over 29 territories including Ecuador, Guatemala, Hungary, Austria, Sweden, and many more. It is important to note the significance of this expansion because the Rdio/Shazam service is now available in countries where competitors like Spotify are not (including  Canada, Chile, and Czech Republic.)  [9] [10]

Mobile Integration

As streaming services become increasingly popular, more services are emerging and fighting for domination in the market (think iTunes owns the digital download market). This creates more competition between the services and they are scrambling for ways to gain users. Streaming services have been partnering with cell phone providers to increase their customer base. Beats Music partnered with AT&T for a discounted family price and Spotify announced a partnership with Sprint. However, Rdio is going a different route. After being turned down by Spotify, American car company, Tesla, announced a partnership with Rdio in Europe . Gigaom reports “…consumers will be able to play any song from Rdio’s catalog of 20 million or so with a simple voice command,” the service will be integrated in the car’s dashboard system. Tesla CEO, Elon Musk says the service will be available very soon.  It is unknown whether or not Tesla will use Rdio as their default music service in the US market. Tesla currently has a partnership with Slacker Radio in the US territory. [11] [12]

Above is a photo of Tesla Motor’s in-dash touchscreen display. The Rdio client in the in-dash display will likely mirror the iPad application. This will ensure a positive and easy user experience.

Dhingana Acquisition

The Rdio lay-offs in late 2013 indicated that the company was struggling financially. However, it seems that the streaming service is doing better because they had sufficient funds (although we do not know the exact number) to purchase the Indian music streaming service: Dhingana.

Dhingana was founded in 2007 by brothers Snehal & Swapnil Schinde, and Sushil Choudhari. Dhingana primarily streams genres of Indian music boasting a catalog of over one million songs in 42 languages. Dhingana has other Indian competitors including Saavn and Gaana. Dhingana has approximately 10.5 million monthly users; the acquisition will add significant traction to Rdio’s numbers.

Dhingana announced the acquisition on March 14, 2014 via their website and shut down the service. According to the press release, the Dhingana team will be working with Rdio to launch the service later this year. Rdio CEO, Anthony Bay, was quoted in Billboard Magazine, “India is a tremendously vibrant market for music and culture and one of the largest and most important in the world,” Bay’s strategy seems to be to expand their service in emerging markets, like India . Part of the Schinde brothers and Mr. Choudhari’s initiative at Rdio will be to expand into other emerging foreign markets.

This acquisition was a brilliant move on Rdio’s part. Recently The Guardian reported that India will pass the United States in smartphone sales this year, “India will be the country where the largest proportion of smartphones sold will go to new users,” this creates a larger market for potential streaming users.  The map above shows significant smartphone growth in Brazil, Indonesia, and China; it will be interesting to see what territories Rdio will expand to next. [5] [13]  [14]

Rdio Drops The Echo Nest

The Echo Nest is a music intelligence company that provides data to a variety of music industry entities. All of the competitors mentioned above (with the exception of Beats Music) use The Echo Nest to power music recommendation features on their platform. In March, Spotify announced that they acquired The Echo Nest. Following this, Rdio announced they will no longer use The Echo Nest’s service. Anthony Bay was quoted by The Verge saying: “As far as we are concerned, they were a good partner, but we have other good partners and we’ll move on… So we will stop using that source of data and use other sources.” . Rdio’s decision to unsubscribe to The Echo Nest can pan out to be either a unique, positive change to the service or, depending on the service they choose to work with, can damage the company’s reputation. [15]

Sources:

[1] Rdio | About Us RT: April 1, 2014

[2] Rdio | Apps RT: April 1, 2014

[3] Crunch Base | Executive information RT: April 1, 2014

[4] Tech Crunch | Rdio Layoffs RT: April 4, 2014

[5] Billboard | Rdio acquires Dhingana RT: April 4, 2014

[6] Digital Music News | Paid subscription numbers RT: April 4, 2014

[7] Investopedia | Definition of “Freemium” RT: April 15, 2014

[8] Spotify | Fast Facts RT: April 8, 2014

[9] Android Central | Rdio and Shazam Partnership RT: April 8, 2014

[10] Make Use Of | Rdio vs Spotify availability RT: April 8, 2014

[11] Giagaom | Rdio partners with Tesla Motors RT: April 3, 2014

[12] Techspot | Rdio Tesla Motors Partnership RT: April 3, 2014

[13] Dhingana | Acquisition press release RT: April 4, 2014

[14] The Guardian | Smartphone growth RT: April 4, 2014

[15] The Verge | Rdio drops The Echo Nest RT: April 15, 2014