Announced at its annual Google I/O conference yesterday, the internet search engine is set to launch a paid subscription music-streaming service this week.

Set to be a direct challenger to current services available such as Spotify, Google Play Music All Access has sent the industry into overdrive following its announcement by the company's Chris Yerga.

Rumours are also rife that big money deals have been signed with Universal Music Group, Sony Music Entertainment and Warner Music Group, aimed at ensuring customers have across the board access to a variety of tunes.

While it is unclear at present what kind of fee Google will charge, the service is expected to mirror that of Spotify, while Apple are rumoured to be expanding into the online radio service akin to Pandora.

During the conference, Yerga demonstrated the company's new music subscription service, which has launched today across the U.S for $9.99 a month, with a complimentary 30 day trial to start.

Check out the video below:

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