It’s official: The overcrowded music streaming industry is finally getting a bit more breathing room. According to a company statement, “Samsung is sun setting its Samsung Milk Music service in the United States on September 22, 2016.”
The two-year-old freemium music service Milk Music was originally intended to serve as a competitor to Pandora. That turned out to be a pipe dream, and now Samsung is cutting its losses — and the service entirely.
“We have made the strategic decision to invest in a partner model focused on seamlessly integrating the best music services available today into our family of Galaxy devices,” Samsung said. “We believe that working with partners will accelerate innovation, enhance device sales and provide amazing new experiences for our customers.”
Updated on 8-20-2016: Samsung is shuttering Milk Music
For those of you (probably many of you) who never used Milk Music, the service works much like many other players in the space. Users can create radio stations, whose songs are promised to be “hand-picked by experts.” While Milk was initially offered only to Samsung mobile device users, it later became available to anyone online, as well as to Samsung smart TV owners.
Along that same vein, Milk Video was released in late 2014, meant to play host to short-form video content. And while Milk was at one point slated to become a mini-empire within Samsung, those plans never seemed to have come to fruition.
Late in 2015, Samsung shut down Milk Video without much fanfare, and now Milk Music is barreling toward a similar fate. The demise odds Milk Music was first reported by Variety, which wrote that “a source close to the company [says] that Samsung executives are looking to ‘clean house’ after spending significantly on Milk Music without seeing the expected returns.” Another issue, a source reported, is that while users are more than happy to use the free version of Milk Music, “hardly anyone bothered to pay for Milk’s premium tier, much to the dismay of senior executives.”
Samsung remained relatively tight-lipped about the reasons behind the decision at the time, stating simply, “We have no additional details to share at this time.”