Australian retailer JB Hi-Fi was one of the first companies to launch a music-streaming service in its home country back in 2012, but intense competition from global players is now forcing it to close.

“Sadly, the JB Hi-Fi Now streaming service is closing down on 17th March 2016,” explained a message to users. noting that the company is no longer accepting any direct payments, new subscriptions or renewals.

While a reason wasn’t given, Now was one of 20 streaming services competing for Australian music fans’ attention and wallets.

It’s not the first service to bite the dust down under, either: in 2014, major-label backed service Songl shut down just 18 months after launching. At that time, there were 27 streaming services competing in Australia.

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