MixRadio latest streaming app to hit chopping block

MixRadio is the latest music streaming app to be abandoned. Originally created by Nokia, its current platform owner Line Corporation is shuttering it in coming weeks.

The Japanese messaging company, which bought it from Microsoft only 14 months ago, didn’t go into detail about numbers and what went wrong.

But it issued a statement: “Line agreed to acquire the business and assets making up the music service known as MixRadio from Microsoft Mobile OY in December 2014. The newly established company continued to provide a radio-style music streaming service intended to provide a broader user experience..

“After a careful assessment of the subsidiary’s overall performance, the financial challenges posed by the music streaming market, and priorities of Line Corporation, Line has determined that future growth would be difficult to ensure and decided to discontinue the MixRadio music streaming service,” said Line.

MixRadio let users create personalised radio stations based on their favourite artists and offered free access to radio streams and offline playlists supported by ads. But it was initially entirely focussed on mobile with no desktop or web version.

MixRadio was originally set up by Nokia in 2007, and was also known as Nokia Music and Nokia MixRadio. Microsoft acquired it in 2014 as part of its US$7 billion takeover of Nokia’s mobile business. Microsoft already had Xbox Music, and offloaded it to Line not long after.

Line, which emerged in 2011 with its WhatsApp-style messaging app, saw MixRadio as a way to break into the global market. It has 215 million monthly active users in 200 countries, but the majority are in Japan, Taiwan, Thailand and Indonesia. Last year it expanded MixRadio’s availability to Android and iOS platforms for greater global appeal.

However, customer interest remained lacklustre. Line will continue in the streaming market with Line Music, but this is limited to Japan and Thailand.