Amazon and Google are launching free versions of their streaming services.
YouTube Music is available on Google Home smart speakers, while Amazon Music can be accessed on Alexa devices.
It is seen as direct competition with Spotify and Apple Music.
YouTube Music is offering a free service, with ads, on Google Home speakers.
The company said users can upgrade to YouTube Music Premium for US$9.99 (€8.88) per month.
"An upgrade to YouTube Music Premium also lets you background play music through the YouTube Music app while using other apps, and allows downloads for offline listening when you’re on-the-go", it added.
Those new to YouTube Music Premium will also get a 30-day free trial.
The service is available in Ireland, the UK, US, Canada, Mexico, Australia, Germany, France, Italy, Spain and several other countries.
Google has said it will be available in more places "soon."
TechCrunch has put Spotify's Premium Subscribers at 83 million, while Apple Music passed the 50 million mark earlier this year.
And while YouTube has a reported 1.8 billion logged-in monthly users, it is not clear how many of those are paying subscribers.