This feature is a part of Google's partnership with LyricFind, the world's largest lyric licensing service to display song lyrics in its search results. The new lyrics cards rolled out to users in the U.S. today, although the deal with LyricFind reportedly includes worldwide licensing as well. Google searches have for years pulled lyrics from unlicensed lyric sites, often taken from user-submitted content packed with ads. "It should be a significant revenue stream", Ballantyne told Billboard. "I can't get into the rates, but we expect it to be millions of dollars generated for publishers and songwriters as a result of this". The company represents over 4000 publishers for online lyric licensing, including all three majors and Kobalt, and has deals in place with companies including Deezer and Shazam. This is potentially bad news for licensed lyric sites such as AZLyrics.com, which has long dominated search results, and the unlicensed sites as well. It'll also improve lyrics within Google Play Music, the company's streaming service, a lesser-known, web-based competitor to Spotify and Apple Music. LyricFind tracks, reports, and pays royalties to publishers on a song-by-song and territory-by-territory basis.