Rara.com, a new web-based music streaming service that hopes to rival Spotify, has launched today.

The service, which is available in 16 countries including the UK, allows users to stream music from a catalogue of over 10 million tracks thanks to licensing agreements with Universal Music Group, Sony Music Entertainment, EMI Music and Warner Music Group. Furthermore, the music is ad-free.

There are two subscription models available. For a monthly change of £4.99, although for the first three months you'll pay just 99p per month, users can listen to as many tracks as they like and also access tailored playlists based on mood, genre of specific era. There's also the ability to create your own playlists and even share tracks with friends and family via Facebook. Alternatively, the £9.99 Mobile + Web subscription, which is reduced to £1.99 a month for the first three months, builds on this allowing you to stream tracks on your Google Android smartphone, providing its running version 2.1 or above, even when there's no net connection. Furthermore the service will also comes pre-loaded of HP PCs.

"You can experience access to all the music you want, ad-free, for less than the price of a single track," said Tim Hadley, director of Rara.com.

"Whether you're into Gaga or Elgar, Rara.com is a new kind of streaming music service which makes accessing the music you love online easier and more delightful than ever; type rara.com into your web browser and you have a world of music at your fingertips."

Rara.com, which is powered by cloud music service provider Omnifone, said research undertaken by ICM Research revealed 70 percent of consumers have not bought a digital music track in the past six months while 60 percent have never experienced any form of digital music. The music-streaming service hopes its offering will be able to change this.

At present the service can not be used on other mobile phones including Apple's iPhone. However, Rara.com  said it would be available on other devices soon.