Spotify could soon let free users skip ads

Joanna Estrada
August 14, 2018

Previously, free listeners on Spotify were required to wait the preset time of the advert before getting back to their music.

Spotify has always offered an ad-supported free version, and the free version has never given users any ability to skip ads.

Spotify is now in the process of testing a new service change that would allow its free users to skip all advertisements, having confirmed the move in a statement given to AdAge earlier this week.

We launched Active Media, skippable audio and video ads, in Australia for now and will consider expanding to additional markets in the future. The idea is that listeners will only skip ads they are not interested in, thus allowing Spotify to better curate ads and improve the outcomes delivered to brands.

With Active Media, advertisers won't have to pay for ads that are skipped. There's no word yet on if or when the feature will expand beyond Australia, but Spotify has billed the feature as an "evolution" of its advertising model. Any potential lost revenue due to users skipping ads will be far smaller than if they implemented it across Europe or the USA for testing. Spotify's hope is that, as its ad algorithm learns what type of adverts you prefer listening to, you'll listen to those and that'll make up for any shortfall in spending due to increased time with adverts you do like.

Paying for a premium service is the absolute best way to stream your favourite songs - you'll get a better selection and more importantly, few, if any, frustrating ads.

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