Tunify
Tunify delivers legally licensed B2B music streaming to over 10,000 bars, restaurants, retail stores, and hospitality venues across Benelux. The Belgian service now operates as Soundtrack Technologies' Benelux unit following its February 2026 acquisition.
- Company typePrivate
- Founded2012
- HeadquartersHouthalen, Belgium
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Tunify does
Tunify is a Belgian B2B music streaming service founded in 2012 that delivers legally licensed commercial music streaming to businesses across the hospitality, retail, fitness, childcare, and entertainment sectors. The platform addresses the legal exposure that bars, restaurants, shops, and other venues face when using consumer-grade music services in public spaces by bundling pre-negotiated commercial licensing with a curated streaming experience. Tunify reports serving over 10,000 bars, restaurants, stores, and other commercial establishments across Belgium and the Netherlands, with localized support extending into France, Germany, and other European markets. Following its acquisition on February 4, 2026, Tunify operates as the Benelux commercial unit of Stockholm-based Soundtrack Technologies, which is backed by Spotify and is migrating existing Tunify customers onto the broader Soundtrack platform.
The Tunify technology stack is a cloud-based streaming platform offering access to 125 million tracks and 2,000+ curated playlists, organized around a set of proprietary capabilities: Music Agendas (pre-curated weekly schedules by business type), Music Channels (mood-based streams tuned to tempo, voice, key, and rhythm), MusicID (library customization), Audio Messages (in-store announcements), AI-powered station generation, and a Spotify Import feature that re-licenses consumer playlists for commercial use. Native first-party integrations with Sonos (as an in-app content service) and Bluesound Professional (via BluOS) embed Tunify within the dominant commercial-audio hardware ecosystems. The MyTunify dashboard provides centralized multi-location management, and the Tunify Player is delivered as web, desktop, iOS, and Android applications.
Tunify's commercial model is a per-zone subscription with four tiers — Simple (~€22/month), Plus (~€32/month), Premium (~€42/month), and Enterprise (custom pricing, 10+ locations) — supplemented by paid add-ons such as Audio Messages and MusicID (each from €4.99/month). Go-to-market is primarily product-led via a 14-day free trial and self-serve signup at my.tunify.com, supported by a referral program, multilingual content marketing, and direct-sales demos for enterprise prospects. Pricing per zone with annual billing discounts (15%) and segmented by venue type (horeca, retail, fitness, childcare, attractions, healthcare) shapes both acquisition and ARPU. The corporate entity, Tunify NV, remains registered in Beringen (Paal), Belgium.
Tunify firmographics
Firmographics- Name
- Tunify
- Legal name
- Tunify NV
- Website
- https://tunify.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- Tunify delivers legally licensed B2B music streaming to over 10,000 bars, restaurants, retail stores, and hospitality venues across Benelux. The Belgian service now operates as Soundtrack Technologies' Benelux unit following its February 2026 acquisition.
- Ownership category
- akta.pro rank
Tunify industry classification
Industry- Product category
- Commercial Music Streaming
- NAICS
- Music Publishers (512230), Radio Broadcasting Stations (516110), Record Production and Distribution (51225)
- SIC
- Radio Broadcasting Stations (4832), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Enterprise/B2B Music Streaming (Business Background Music) (MPAIACAJ)
- akta.pro secondary industry
- Music & Audio Streaming Platforms (BPAMAJAC)
Keywords
Where Tunify is headquartered
LocationHeadquarters
- HQ city
- Houthalen
- HQ country
- Belgium
- HQ region
- Europe
Offices2 records
Markets served
Tunify business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- B2B Music Streaming Subscription: Tunify generates revenue through tiered subscription plans for businesses. Pricing is per zone (location/area within a business) per month, with discounts for annual billing. The company offers four tiers: Simple, Plus, Premium, and Enterprise, each with increasing features and price points. The service also offers optional add-ons such as Audio Messages and MusicID for additional monthly fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Simple: Easy music with dynamic playlists for basic business needs |
| Subscription | Monthly | Plus: Select and personalize music channels for a unique soundtrack |
| Subscription | Monthly | Premium: Create playlists in Tunify, import from Spotify with full control |
| Subscription | Multi-year contract | Enterprise: Music service for more than 10 locations with custom advice |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Tunify product offering
Product offeringCore offering
Tunify provides a cloud-based, commercially licensed B2B music streaming service that lets businesses legally play background music in public venues. The platform offers 125 million tracks and 2,000+ pre-curated playlists, with AI-powered stations, scheduled music agendas, mood-based channels, and native integrations with Sonos and Bluesound Professional audio systems. Subscriptions are sold per zone per month and managed centrally through the MyTunify dashboard.
Product overview
Tunify is a B2B music streaming service for businesses (Belgium/Netherlands), now transitioning to Soundtrack brand following acquisition by Soundtrack Technologies (Spotify-backed). The offering is organized as a tiered subscription model (Simple, Plus, Premium, Enterprise) providing legal commercial music streaming with 125 million tracks and 2,000+ playlists. Core components include Music Agendas (curated weekly schedules), Music Channels (mood-based channels), and Spotify Import. The platform is managed through MyTunify Dashboard, accessed via Tunify Player apps (web, desktop, iOS, Android). Add-on modules include Audio Messages for advertising and MusicID for enhanced playlist control. The service integrates natively with Sonos and Bluesound Professional audio systems, and features AI-powered music stations and recommendation capabilities.
Differentiator
Problem solved
Functional benefit
Products and services
- Music Agendas
Companies that use Tunify
Customer profileNamed customers11 records
Segments6 records
Ideal customer profiles2 records
Tunify technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability3 records
Feature9 records
Tunify partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Soundtrack TechnologiesflagshipSoundtrack Technologies, a Stockholm-based music-for-business company backed by Spotify, acquired Tunify in February 2026 as part of its strategy to consolidate the fragmented international music-for-business market. Tunify will continue as Soundtrack, rebranding existing customers to the Soundtrack platform with improved user experience and larger music catalogue (125M songs vs Tunify's previous offering). Both acquired companies will establish commercial and operational teams across the UK and Benelux regions.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
Tunify competitors and assessment
Company assessmentBroad incumbents
- Spotify: World's largest audio streaming service; its consumer license forbids commercial use, but Spotify's backing of Soundtrack Technologies places it as a strategic incumbent shaping Tunify's addressable market.
Direct peers
- Rockbot: In-venue music, jukebox, and customer-engagement platform serving restaurants, bars, gyms, and hotels with licensed music and customer-requested playlists.
- Soundtrack Your Brand: Spotify-backed B2B music streaming service for bars, restaurants, retail, and gyms; the closest direct competitor and now the parent platform that absorbed Tunify.
- Qsic: AI-powered in-store music and audio advertising platform for retail and QSR; comparable in its B2B SaaS subscription model and AI-driven personalization.
- Mood Media: Global leader in in-store media (music, messaging, scent, signage) for retail and hospitality brands; competes with Tunify across European multi-location chains.
- Cloud Cover Music: US-based B2B background music streaming subscription service offering legally licensed music for businesses of all sizes—a near-comparable business model to Tunify.
- SiriusXM for Business: Plays curated, licensed music programming for commercial venues such as bars, restaurants, and offices—Tunify's lean-back, non-interactive alternative.
- SoundMachine: Subscription-based commercial music streaming for businesses, with native integrations into Sonos and other commercial audio systems—closely mirroring Tunify's proposition.
- Stingray Music: Stingray's commercial music division provides licensed background music and in-store media to retail, hospitality, and healthcare—directly comparable in customer base and use cases.
Regional players
- Almotech (Streamit): Belgium-based provider of commercial background music and digital signage for retail and hospitality in Benelux; competes locally with Tunify in the same regional market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Tunify social profiles
Digital presenceTunify financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tunify leadership team
Management profileNumber of profiles
Profiles2 records
Tunify funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tunify M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tunify
What does Tunify do?
Tunify provides a cloud-based, commercially licensed B2B music streaming service that lets businesses legally play background music in public venues. The platform offers 125 million tracks and 2,000+ pre-curated playlists, with AI-powered stations, scheduled music agendas, mood-based channels, and native integrations with Sonos and Bluesound Professional audio systems. Subscriptions are sold per zone per month and managed centrally through the MyTunify dashboard.
Is Tunify a public or private company?
Tunify is a private company. It is classified as corporate owned and is currently acquired.
When was Tunify founded?
Tunify was founded in 2012. It employs 11 to 50 people.
Where is Tunify based?
Tunify is headquartered in Houthalen, Belgium, in the Europe region.
How does Tunify make money?
One revenue line is on record: B2B Music Streaming Subscription.
Who are Tunify's main competitors?
Spotify is listed as a broad incumbent. Direct peers are Rockbot, Soundtrack Your Brand, Qsic, Mood Media, Cloud Cover Music, SiriusXM for Business, SoundMachine and Stingray Music. Almotech (Streamit) is listed as a regional player.
Does Tunify have an API?
No public API is recorded for Tunify.
What industry is Tunify in?
Tunify's product category is Commercial Music Streaming. Its primary akta.pro industry code is MPAIACAJ, Enterprise/B2B Music Streaming (Business Background Music), with a secondary code of BPAMAJAC, Music & Audio Streaming Platforms. Its NAICS code is 512230 and its SIC code is 4832.