After bringing free shuffled music streaming to its phone and tablet apps last month, Spotify on Wednesday announced unlimited free music streaming for its desktop app and on the web. Previously limited to users during a 6-month grace period, Spotify has now removed streaming time limits for users in all countries.
It’s still an ad-supported platform, so you’ll have to endure your fair share of advertising. But it appears that Spotify is succeeding in in creating a profitable balance between paying customers and ad-supported free listeners. That’s a good sign, when some other music subscription services like Rdio are faltering.
The timing on this is interesting as well. Beats Music is scheduled to launch its subscription service next week, with a huge marketing campaign that will include AT&T(s t), Ellen DeGeneres and even a Super Bowl ad. Spotify might be be trying to buy good will and offer users a reminder why they should stick around.
Either way, it’s a win for Spotify users, especially those in countries where streaming was previously limited to as little as 2.5 hours per week.