Spotify has announced a significant update to its free service, allowing users to play any song on demand, directly challenging YouTube Music. This global change eliminates the previous shuffle-only limitation on mobile devices, transforming the ad-supported tier into a more comprehensive music library experience.

• This update introduces three new features for free users: “Pick & Play,” “Search & Play,” and “Share & Play,” enabling on-demand listening.
• The move aims to improve user acquisition and retention, as Spotify noted that the “majority of users start their Spotify journeys” on the free tier.
• While ads will remain, this enhancement makes the free tier a more compelling alternative for users who previously relied on platforms like YouTube for free, specific-song playback.