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Samsung Shutters Milk Music Streaming Service in Australia

Samsung is starting to back out of its Milk Music streaming service, at least Down Under: The company informed users in Australia via email this week that Milk Music will be shutting down in the country at the end of next month.

“With a heavy heart, we will be closing the service in Australia on April 28, 2016,” the email reads. “After this date, you will no longer be able to stream music or access your cached music from Samsung Milk Music on your Samsung devices.”

Samsung is giving Milk Music users a kind of departing gift in the form of a 3-month free trial for Google Play Music, the subscription music service run by longtime frenemy Google. It already stopped charging paying users earlier this month.

Samsung first launched Milk Music as Pandora-like streaming service in the U.S. two years ago, and has since also launched local offsprings in Australia, New Zealand, South Korea and Malaysia.

However, it looks like the service didn’t perform as expected: Multiple sources told Variety earlier this month that Samsung was likely going to shut down Milk Music. The company said at the time that it was committed to its Milk-branded media services, which also include the Milk VR video streaming service on Samsung’s Gear VR headsets.

In February, the New York Post reported that Samsung was looking to acquire Jay Z’s music service Tidal, but a Samsung spokesperson told Variety earlier this month that “the rumor of Samsung acquiring Tidal is not true.”

With that in mind, it’s still unclear what the shut-down of Milk Music in Australia exactly means for users in the U.S. A Samsung spokesperson didn’t comment on the fate of Milk Music in markets other than Australia, and instead sent Variety the following statement: “Samsung remains committed to delivering engaging, connected entertainment experiences through our Samsung Milk platform. We continue to make adjustments to our strategy and investment in VR, music and entertainment to ensure our loyal Samsung owners enjoy the most cutting-edge content and services that our industry has to offer.””

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