Spotify is testing a new feature that will allow non-paying users to skip ads

Spotify, currently the largest streaming service, is testing a rather fundamental new feature. It allows non-paying users to skip unlimited audio and video ads. For now, the new feature is available only to a select part of Australians, later it could be extended to all non-paying users of the service.

Ads are one of Spotify's main sources of revenue, so adding the option to skip them may seem pointless to some. But as the company stated for the magazine Adage, sees the exact opposite in the new functionality called Active Media, as it detects user preferences thanks to skipping. Based on the data obtained, it will then be able to offer more relevant advertisements to listeners and therefore potentially increase individual clicks.

At the same time, Spotify is taking a risk by deploying the new function. Advertisers will not have to pay for all ads that users skip. So if potentially all non-paying listeners skipped the ad, then Spotify wouldn't make a dollar. After all, this is exactly why the new product is being tested among a handful of users.

According to the latest statistics from last month, Spotify has a total of 180 million subscribers, of which 97 million use the free plan. In addition, the conditions for non-paying users are becoming more and more attractive - since spring, special playlists with hundreds of playlists are available for listeners, which can be skipped indefinitely.