Is Myspace making a comeback?
It appears as though a change of focus and some celebrity power is paying off for social media veteran Myspace, with more than one million new users signing up to the site in the last month.
According to a survey by comScore, monthly traffic to the site rose by four per cent on the previous month – with Myspace averaging 40,000 signups per day.
"The numbers tell an amazing story of strong momentum and dramatic change for Myspace and the one million-plus new user accounts we've seen in the last 30 days validates our approach," Myspace chief executive officer Tim Vanderhook said in a blogpost on February 13 (local time).
"Myspace is building meaningful social entertainment experience around content, where consumers can share and discover the music they love. Consumers are getting excited about Myspace again – a testament to a great music product."
The site has attributed its recent growth to one of its updated features – the Myspace Music Player.
Boasting unlimited on-demand listening, personalised radio modes, improved artist recommendations and easy integration with Facebook, the music player also allows users to access 42 million songs – which Myspace states is more than any other competitor.
However, some have been quick to dismiss the impressive figure.
"Myspace [is] the web site whose last accomplishment was replacing Friendster as the punchline of technophobe jokes," Vanity Fair contributor Juli Weiner wrote February 13 (local time).
"Judging from a quick spin around Myspace’s 'People' tab, they seem like Google Plus users without the debilitating confusion, Facebook users without the baggage, middle-period Myspace users without the burden of social stigma, and tweens with access to MS Paint."
Myspace was sold to Rupert Murdoch's News Corp in 2005 for $580 million in 2005 and bought by musician Justin Timberlake and Specific Media five years later for just $35 million.