Spotify halves free music allowance

Daniel Ek: chief executive of Spotify
Daniel Ek: chief executive of Spotify

Spotify is tightening access to its ad-funded free music service in a bid to drive subscriptions to its premium and unlimited services.

From 1 May, subscribers to the free service who signed up before 1 November 2010 will be able to listen to 10 hours of music per month, half of the current allowance. Each user will only be able to listen to individual tracks up to five times.

New subscribers will be able to listen to 20 hours of music per month for the first six months, before moving to the new allowance.

Daniel Ek, chief executive of Spotify, on the Spotify blog today, said: "The average user won't reach the limit on plays for seven out of 10 tracks, after a year of using Spotify. For those of you using Spotify to find new tracks to enjoy and share with friends, these changes shouldn't get in the way of you doing that."

He said users who think they might reach the limits should "consider checking out the Unlimited and Premium services". Spotify is offering a seven-day trial of the premium service, which costs £9.99 per month.

Spotify makes more money from subscriptions than advertising. According to its 2009 financial results, the company made £6.8m from subscriptions and £4.5m from ads in the period.

In March, Spotify announced it had amassed over one million paying users.

Prior to this (22 February), the service secured around $100m of new financing in a deal that valued the site at $1bn.

Spotify is planning to launch in the US and has assembled a North American commercial team. It is currently meeting potential advertising partners and Jon Mitchell, UK country director, is believed to be leaving the UK business to assist with the launch.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel