Spotify May Introduce Unlimited Ad Skipping for Free Users

• Spotify is testing unlimited ad skipping for its free users, and it may become a permanent feature soon.
• Only a limited number of users have access to the unlimited skip feature as of now.
• Spotify will be tracking the ad-skipping activity of its free users in an attempt to assess the effectiveness of ad campaigns for its partners.

One of the biggest hindrances to enjoying Spotify for free is the number of ads that pop up. The music streaming service may finally be allowing its users to skip any number of ads if they want. An unlimited ad-skipping feature is currently in beta and is available to only a select number of users. The company is yet to confirm if they will be finalizing the feature for all its users.

Unlike other competing streaming services like Apple Music and Amazon Music that do not have access to a free tier, Spotify offers an optional ad-supported free tier globally. The company has been trying to make the free tier more appealing for users who do not use the service with new features.

In April, free users received more control over their playlists, allowing them to play recommended tunes instead of being stuck with the default shuffle option which used to be quite frustrating. With over 170 million active users of which 75 million have access to the Premium plans, it is one of the biggest names in the streaming industry.

If the music streaming giant decides to push out the unlimited ad-skipping feature for all users, it will be a win-win situation for both users and advertisers. While ad revenue might take a hit, advertising partners of Spotify will be able to identify the content that keeps their audience engaged and use it as a market research tool. According to Danielle Lee from Spotify “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.”

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