Twitter is reportedly considering terminating its #Music mobile app six months after its launch, due to "abysmal" download numbers and product engagement.
AllThingsD reports the news shared from multiple sources familiar with the matter.
There was an initial surge in download numbers upon Twitter #Music's launch in April and it rose in the App Store rankings to No.6 in the overall free app downloads chart, however, it dropped down the rankings quickly in the following months.
App Analytics Company Onavo ranked Twitter #Music at 1672nd place in their own charts at the end of August. Alternative Analytics Service AppAnnie ranked the app 264th in the iTunes Music app vertical as of October 19.
The Twitter #Music app was initially spearheaded by former Twitter business development exec Kevin Thau but was said to be developed in isolation and not fully integrated with the whole product team. Thau left the company shortly after the launch of the app.
AllThingsD speculates that Twitter will put its efforts into boosting its music-related offerings with further brand partnerships, to add to its existing ones with the likes of iTunes Radio and Rdio.
It is not currently clear when the app will be discontinued, but sources reveal that it is likely to be soon. Twitter declined to comment on the story.