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Swedish streaming giant Spotify has unleashed a new ad-supported app offering personalised playlists free of charge to its end users alongside a host of upgrades, including greater customisation and data saving functionality.

Rolling out worldwide across iOS and Android complete with a redesigned mobile interface the revamped offer includes a number of new features including on-demand playlists, enhanced personalisation and all new feedback options to either ‘like’ or ‘hide’ your favourite and least favourite songs and artists.

Babar Zafar, VP of product development at Spotify, said: “Our customers always tell us that music discovery and listening is a personal experience, and we are enhancing the free experience with this in mind.

“This is the beginning of an evolution for Spotify and we will continue to make improvements that mirror our customers’ needs. This is not only about giving users a more customized free experience from the day they sign up, but giving them more control over their listening experience so they can easily find and stream their favorites anytime, from anywhere.”

More prosaically the new service will also facilitate the creation of custom playlists and Spotify even claims you can save on data by switching a toggle that optimises the listening experience for mobile use.

Spotify is engaged in an arms race to remain king of the music streaming jungle as it continues to post steep losses despite making strong revenue gains.