Spotify Experimenting With Letting Free Users Skip Any Ad

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

It isn't clear how this would impact Spotify's premium subscription, which for $9.99 (about P530) affords an ad-free listening experience as well as downloadable music.

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. 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.

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The point is to allow users to skip ads, but also to track which ones they don't skip, thus giving advertisers a more accurate picture of who they're advertising to. If you're wondering just how skipping ads will improve ad spend, Spotify says that advertisers won't have to pay for any ads that are skipped. Spotify's Global Head of Partner Solutions Danielle Lee hypothesizes that in doing so, Spotify's ad-partners would be better served. 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. The hope, however, is to bring Active Media to a global audience.

The feature could make Spotify ads more relevant: every time you skip an ad you teach Spotify which ads you can't stand to hear. It doesn't have ads at all, and does a better job at supporting artists.

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