Free tunes or 10 bucks a month. For those who can’t bear to hear another Geico or massage therapy school ad but also won’t commit to paying for a music service, there have been very few options. But in a fight to win over more consumers, online music service SoundCloud announced on Monday a special week-long promotion that offers its premium feature for 99 cents per month for the next three months.

If users sign up for SoundCloud Go this week (until Sept. 19), they can access offline listening and have the ability to download playlists and tracks onto their phone and avoid ads entirely.

SoundCloud — which sets itself apart by letting artists upload their own music — first launched its premium feature in March. The service typically costs $9.99 per month for Android and web users and $12.99 for Apple iOS users, with a free 30-day trial.

The timing is not a coincidence. Both Pandora (P) and Amazon (AMZN) will unveil a mid-tiered pricing model (as little as $5 per month) for their music services in the next few weeks, according to The New York Times.

When asked why SoundCloud decided to offer this steep discount for its premium feature only a few months after launch, a spokesperson told Yahoo Finance that “promotions such as these are standard within the industry, and we wanted to make it available at a special price for a limited time where SoundCloud Go is available.”

SoundCloud Go is currently available in the US, UK, Ireland and France, with plans to roll out across the globe later this year.

Berlin-based SoundCloud has 175 million unique monthly listeners. The company would not disclose the number of paid subscribers, though Soundcloud’s spokesperson said the service is “quite pleased with the traction in the US and Europe.”

TOO MANY PLAYERS IN THE GAME?

As the streaming music space has gotten increasingly saturated, Spotify has emerged as a clear winner with 100 million monthly active users, 30 million of whom are paid. That’s forcing competitors to pull out all the stops just to stay afloat.

Take Tidal, the splashy, celebrity-founded and backed streaming service. Jay Z, Alicia Keys, Beyonce, Kanye West, Madonna and other prominent artists bought Aspiro AB, Tidal’s Swedish holding company, in early 2015. Despite musicians like Prince, Lil Wayne and Rihanna exclusively releasing their albums on Tidal, the service has been in poor financial health. The company recorded a net loss of about $28 million last year, according to a legal filing. In 2014, Aspiro AB logged a net loss of about $11 million, according to The Wall Street Journal.

Tidal, Apple Music (AAPL), and Amazon Prime don’t offer a free feature at all. That’s why SoundCloud could appeal to consumers as a go-to platform for lesser known and emerging artists to post tracks that users could access for free when it first launched in 2007. But since launching its advertising program in August 2014, SoundCloud has been on a mission to become profitable. Also in March, the company hired former NBC executive Alison Moore as its first-ever chief revenue officer whose first big push in the new role was SoundCloud Go’s rollout.

In short, it’s getting tougher for each service to get paying customers. That’s because consumers, even the biggest of music aficionados, don’t want to listen to (and pay for) music on overlapping platforms, especially as their not-so-unique offerings start to blur.

Pandora, in particular, exemplifies how difficult it is to garner interest in a premium model if the additional benefits aren’t game-changing. Pandora already has its own ad-free model, “Pandora One,” which costs $4.99 per month. But only 5% of its users pay for the service, perhaps because Pandora’s playlists are algorithmically curated in the first place: You can’t play a song on demand like you can on the other services.

SoundCloud’s 99 cent gimmick may get a handful of people to subscribe to its paid service. Best case scenario, the music selection may be compelling and expansive enough to get Spotify or Apple Music customers to convert. Worst case scenario: Even at such a competitive price point, users may not find it worthwhile to upgrade at all.

Melody Hahm is a writer & reporter at Yahoo Finance, covering entrepreneurship, innovation and technology. Follow her on Twitter.

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