The iconic headphone brand Beats By Dre, a collaborative effort of Interscope’s Jimmy Iovine and Dr. Dre has been causing quite a stir lately. The company is about to unveil a subscription based music service a la Spotify, Pandora and Rhapsody but with the marketing prowess of the Beats By Dre line and the doctor himself. It’s widely believed that an announcement Thursday from rival Spotify, is attributed to this new service.

Spotify, one of the most popular subscription based music services on the net and mobile, announced on Thursday morning that their free web based service would go unlimited. This means that users who go to Spotify.com,without a subscription account, will be able to listen to as much music as they would like, with an occasional commercial interruption.

Prior to Thursday Spotify free listeners were limited to free listening for a few hours a month after a six month grace period. New Spotify listeners, who did not sign up for a subscription, were granted six months free unlimited listening and then capped at 2.5 hours per week.

TechCrunch reported that this comes on the heels of making Spotify’s service more accessible to people across a wide range of devices. Last month Spotify opened free ad-supported music listening on tablets and also launched a free ad-supported listening app for smartphones. Previously you could only listen to Spotify on your smartphone if you were a $10 month subscriber.

Unfortunately nothing changes for subscribers, who can enjoy customizable playlists, and even the ability to download tracks device side in their own Spotify playlists. Downloading tracks eliminates a data burden on those who’ve decided to fork over the subscription fee for Spotify premium.

While Business Insider and others speculate this move has to do with Beats By Dre, TechCrunch’s John Constine confirmed with Spotify CEO Daniel Elk via Twitter that the company has reached a scalability where ads+premium conversions finally work well enough to drop limits. According to their latest numbers Spoify has 26 million users and 6 million paid subscribers.

What this means for you?
If you haven’t tried Spotify yet or you’ve tried it but have been turned off by free music limits, it’s time to give them another try. Go ahead over to Spotify.com now and try it out.