Published: Tue, August 14, 2018
Tech | By

Spotify May Allow Unlimited Ad Skipping For Free Users

Spotify May Allow Unlimited Ad Skipping For Free Users

For advertisers, it could mean more targeted ad opportunities and for listeners, they can get right back to the music in a jiffy.

As a paying user myself, I've lived an ad-free life of Spotify for a while now, but it's looking likely that even free-tier users may find themselves in a blissful ad-free oasis while listening to music if Spotify's new trial works out.

The streaming service is testing features which allow its free users to skip audio and video adverts whenever they play.

"Our hypothesis is if we can use this to fuel our streaming intelligence, and deliver a more personalized experience and a more engaging audience to our advertisers, it will improve the outcomes that we can deliver for brands", explained Danielle Lee, Spotify's global head of partner solutions.

When an ad break comes up, users will be able to choose whether they see or hear the ad in question, or whether they want to skip the ad all together. Any potential lost revenue due to users skipping ads will be far smaller than if they implemented it across Europe or the United States for testing.


With Active Media, advertisers won't have to pay for ads that are skipped.

The test feature is called "Active Media" and it's created to improve both user experience and ad spend on the platform.

Last month, Spotify revealed that its monthly active users now number 180 million over 65 territories.

Active Media will be to ads what Discover Weekly is to music. It doesn't have ads at all, and does a better job at supporting artists.

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