Spotify announced the launch of the new Spotify Radio, which lets users create unlimited stations with unlimited skips.

Some are already billing it as a Pandora killer. If you ask me, Pandora already had some pretty stiff competition. The unlimited skips part will surely entice plenty of people, however.

“You can be the DJ and skip between stations and tracks, or choose a station and just go with the flow,” says Spotify’s Andres Sehr. “If you like what you hear, you can save the song to a playlist or play it again on demand.”

To start a new station, simply click “start artist radio,” which you can find at the top of any artist page. You can also drag a track to “Radio” in the sidebar to create one.

Here’s what others are saying about it:

Pandora recently rolled out its own new version, but the way things are shaping up, I think we’re going to see the company up its game.

Clear Channel’s iHeartRadio, another legitimate contender to Pandora, which offers basically the same functionality in addition to access to radio stations from around the U.S., recently extended its free ad-free service.

The new Spotify Radio should continue rolling out over the next few days, along with Spotify Apps.