Sweden-based music streaming service Spotify has lowered its premium subscription rate in the United Kingdom from £9.99 ($16.30) a month to £6.49 ($10.60) for certain customers over a 6-month period.

The reduced pricing structure is effective immediately and is a one-off deal for existing customers who opted in to receive special promotions upon joining.

The promotion results from a sponsorship deal between Spotify and online car insurance brand Swiftcover. The period for taking up the offer, which provides subscription holders with unlimited ad-free music and mobile access, expires Nov. 2.

The move follows the recent launch of the BSkyB-owned Sky Songs service into the U.K. digital market. However, a spokesman for Spotify isnists that it is "an advertiser promotion, pure and simple -- there are no dots to connect."

Sky Songs went live in the U.K. and Ireland Oct. 19 and offers unlimited ad-free streaming at two price points: £6.49, including an additional 10 DRM-free downloads per month; or £7.99 ($13) per month for unlimited streaming and 15 downloads.

Spotify launched in Stockholm in 2006, offering on-demand music streaming in both free (ad-supported) and premium services, and now claims to have more than 6 million users in Sweden, Norway, Finland, France, Spain and the U.K.

According to comments that Spotify CEO Daniel Ek made at a London conference earlier this year, less than 10% of its user base are premium service subscription holders, while Spotify recently restricted its free version to invited guests only in the U.K.

The Swedish company is now preparing to enter America and is currently in negotiations with labels for a targeted fourth quarter or early 2010 U.S. launch.