On-demand music subscription service Spotify said it will remove the cap for ad-free songs for those using the company's advertising-backed free service on desktops and laptops.

Spotify previously allowed anyone to use its free, ad-backed service on PCs for streaming up to 10 hours of content every month. It also limited the number of times an individual song could be played by non-paying users.

However, in a blog post, the Anglo-Swedish company said those restrictions have been lifted and non-paying PC users could stream an individual song on repeat for unlimited number of times.

"We have removed these caps completely across all platforms - you can listen to your favorite songs as many times as you like, for as long as you want," the company wrote in a blog post.

In December last year, Spotify had announced a free mobile experience by introducing a free, ad-supported version of its smartphone app.

Spotify's latest announcement of lifting the cap for non-paying users on web comes at a time when its rival Rdio made an identical announcement.

"If you love something, set it free. Well, we couldn't agree more. So starting today Rdio is free in the U.S. on the web. That means you can listen to 20 million songs plus all the albums, playlists, and stations you love anywhere there's a computer. Absolutely free," Rdio announced in a blog post.

Music streaming services like Spotify and Rdio have been battling against the likes of industry behemoths such as Google Music All Access and Apple iTunes Radio. With the announcement to make their web version free, both services would be looking to lure more users and ultimately turning them into paid subscribers. 

To add up more heat in the market of music streaming services, Beats Music, that spun out of Beats Electronics, is also set to make its debut on Jan. 21. However, Beats Music reportedly won't be free after the 7-day trial.