The acquisition tightens the growing rivalry between Google and Apple.
Google has acquired Songza, a rising music streaming service that has gained praise for its expertise in music curation.
The financial details of the acquisition was not revealed, although sources told the New York Times that Google paid more than $39 million for Songza - a bet that is twice larger than the $15 million offer reported by the New York Post last month.
But what is clear is Google's strong interest in acquiring the nifty service.
Songza uses user data to determine the best playlists at any given time. Plus, a partnership with the Weather Channel allowed Songza to add brilliant recommendations based on the weather.
Whilst Spotify and Pandora rely on algorithms, Songza uses music experts to curate songs - a main selling point.
Apple-owned Beats also has a similar approach.
The acquisition tightens the growing rivalry between Google and Apple. Both Google and Songza are confirming the deal.
Google says that it will bring Songza's technology into Google Play Music and YouTube. Google already has an on-demand music service called Google Play Music All Access and there are rumors that YouTube is also planning to launch a subscription-based music service.
"Over the coming months, we’ll explore ways to bring what you love about Songza to Google Play Music. We'll also look for opportunities to bring their great work to the music experience on YouTube and other Google products," Google said.
Meanwhile, Songza said that there will be no changes to the service, at least for now.
"Today, we’re thrilled to announce that we’re becoming part of Google. We can’t think of a better company to join in our quest to provide the perfect soundtrack for everything you do. No immediate changes to Songza are planned, other than making it faster, smarter, and even more fun to use," Songza announced.