We7 has discontinued its free unlimited on-demand music-streaming.

Just over a year ago, the music streaming service realigned itself as 'Internet Radio Plus', which allowed users to enter an artist, song or album, to receive a playlist. They could then customise it by requesting specific songs or albums or removing those from the list they don't like and using a love button to highly influence other tracks played on the radio station. At the time, We7 described the service as being "just like having a personal DJ".

However, unlimited use of these personalistion functions has been removed as part of a new revamp of the service. Instead users will see playlists created by the service when they type in an artist or genre but they won't be able to customise the list unless they register. Registering gives a web user 50 free requests a month, so they choose a particular song or album and listen to straight away. The tracks are still peppered with adverts.

"We now know that the majority of people want their music picked for them based on the genre or type of artist they like... the new service is similar to Last.fm but is different in the way it is presented. We7 is about creating a music service for the masses," CEO Steve Purdham told The Telegraph.

We7 confirmed its existing paid-for version, priced at £4.99 and £9.99, that offer ad-free listening and in the case of the later, offline access from mobile phones, are still available.

"I think there is room for lots of digital music streaming services and we still haven't seen one of the biggest players, Apple, fully wade into this space...but we feel there is more commercial gain to follow the radio model with 'on air' adverts rather than subscription services and free on demand streaming."

The move comes just days after Spotify joined forces with Facebook and revealed to access its free service, users must also be registered with the social network.