Spotify has launched a completely unlimited free tariff just days before the launch of expected rival Beats Music.
Previous versions of the company's ad-supported free option limited you to a certain number of hours listening per month once signed up for more than six months. Now all restrictions have been removed allowing for continuous ad-supported playback.
The move comes just a few days before the high-profile launch of Beats Music, a rival service that is expected to make quite an impact on the market due to the kudos of the brand. It is being launched with a lavish marketing campaign that includes promotional deals with AT&T and Ellen DeGeneres, and an advert during the Super Bowl is also expected - traditionally one of the most lucrative advertising slots in the whole American market.
Spotify has long been the leader in its segment due to its generous free tariff options attracting a large user base, and the removal of this final restriction is likely to see another upsurge. While this may cost the company money in the short term, the logic is that long term users will eventually pay for the service.
With the opening up of its free service there are now just two options for Spotify users, with the free option offering access from any device but with ads while the £9.99/$9.99 pre month paid for option offers ad-free listening with the option to download tracks for offline listening.