Ad-supported free music streaming service We7 reports that is has now exceeded two million U.K. users per month.

This includes one million site users, and one million unique users via 'Play Anywhere' partnerships with media brands including NME, the Guardian, the Sun, Daily Mirror and Glamour, as well as sites using the We7 media player.

Through these partnerships, We7 has been promoted in the physical publications and online. Users can stream music via embedded We7 media players or are directed to the main We7 site. Some media outlets have been given album exclusives, including daily tabloid the Sun, which offered a two-day preview of Florence and the Machine's "Lungs" (Island) via We7.

Other users of the We7 media player include bloggers, festivals, artists and labels.

"Going through these growth barriers is an outstanding reflection of the quality of the We7 service and the desire by the consumer to access and share good music in a legal way," said We7 CEO Steve Purdham in a statement. "We have also been honored to host a raft of massive album exclusives and have created strong partnerships with various key players in media and music."

Purdham also reports that the average visit time to We7 is more than 30 minutes.

We7 has also launched a playlist featuring music from independent labels, in support of the worldwide Independents Day celebrations. The 20-strong compilation features a diverse mix of new music from established acts such as Sonic Youth to emerging acts Dananananaykroyd and the Big Pink.

Compiled in connection with the U.K.'s Association of Independent Music (AIM), the playlist adds to We7's support of Independents Day throughout July, which also includes promotion on its homepage for key indies XL, 4AD, Rough Trade, Ninja Tune and Wall of Sound.

"We're thrilled to have We7, one of the top destinations for music fans online, support Independents Day," said Alison Wenham, AIM chairman, in a statement. "We all know our Arctic Monkeys from our Prodigys but there's a huge wealth of great independent music just waiting to be discovered."

Registration is not required to stream or share playlists. We7 also has an a-la carte download store, allowing users to buy songs they have streamed to then keep in MP3 format. The service is partially available outside the U.K., although not all the music is available to listen to in full due to licensing restrictions.

Independents Day launched July 6 with a Bella Union showcase at London's Institute of Contemporary Arts, the first of five to be held through the month. The showcase has also included independent retailer Rough Trade East (July 7), Beggars Group (July 8), Fat Cat and One Little Indian (July 9) and will continue with Ninja Tune (June 10). Live Nation is promoting all showcases.