More than 250 million tracks have been downloaded via Danish telco TDC’s Play service, the company has announced. It launched the Play subscription service in April 2008, allowing users to pick from its catalogue for a flat monthly fee. 24-7 Entertainment, which runs Play for TDC, says that the service has succeeded in keeping customers loyal to the telco – churn has been reduced by 50% for broadband users. However, it seems streaming is becoming an increasingly important part of the Play service, having launched in December 2009. 24-7 says that Play users streamed around 2.5 million tracks in October alone. TDC’s head of music Tejs Bautrup says that there are some “exciting new features” coming to the service in the coming months.