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Wow, a service focused on multichannel source material. Auro 3D is a niche for sure. It will be fun trying this out when I get the new theater build complete as the Trinnov processor will map my surround setup to Auro 3D and multichannel PCM. Not much here for 2 channel listeners.
For many folks, typical stereo streaming audio quality is just fine. Tidal, Qobuz, Apple, Amazon and others offer 2 channel hi rez streaming. Focusing on the home theater, surround sound crowd is such a small niche targeted market. I think finding subscribers is going to be a real challenge. I guess the question is how many audio streaming sites offering different choices does the market need and support. Personally, I totally love Qobuz and have no need to explore other options.