Spotify quietly added a button to skip ads in podcasts, except for its own promotional content — and it’s sparked widespread concern for the future of podcasting
- Spotify has added a new ‘skip ahead’ button for all podcasts on the platform, except for Spotify Originals
- It allows you to skip over built-in ads and other promotional content, but does not apply to ads sold by Spotify
- Ad-funded shows could be significantly impacted, now there’s concern for the future of podcasts
One of the best parts of having a Spotify Premium membership is the ad-free music streaming experience, however some podcasts still come with ad interruptions — but the platform has quietly rolled out a solution users have been pining for.
Last week users spotted a new ‘Skip ahead’ button that allows listeners to skip through certain parts of a podcast episode more efficiently, including sponsorships, introductions, and any kind of promotional content. This doesn’t apply to ads sold by Spotify, however.
Though Spotify hasn’t formally announced the new tool, it’s been cropping up for more users (including myself) since it was first spotted. The only things we don’t know are market availability and whether this is just a test feature for now, but we’ve reached out to Spotify for further comment.
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If you thought that all podcasts in Spotify were ad-free like music playback, you’re mistaken. Basically, when creators record podcast shows they often receive sponsorship from brands which are mentioned throughout an episode, so these podcasts are delivered to Spotify with ads already baked in.
Prior to the rollout of the ‘Skip ahead’ button you could skip through ads by tapping the 15-second skip icon, but this required a lot of guesswork and you’re more prone to accidentally skipping further than needed. With Spotify’s new skip function, it skips through promotional messages straight through to the beginning of the next section doing the work for you.
It’s safe to say that many subscribers will be thrilled about the addition of the ‘Skip ahead’ button, because skipping through ads is one of the most-shared pet peeves among podcast listeners. Besides, it’s frustrating to be paying for a ‘Premium’ experience and still having to sit through these segments. It also puts a lot of the control back into the hands of subscribers, but what looks like a mere skip button to users is industry-changing for creators and businesses.
For a large number of ad-funded podcasts, creators and hosts rely on users to listen to promotional messages in episodes in order to generate revenue. Not only is it one of the primary ways for podcasters to make money, it’s a tactical way to sneak ads into the Premium experience.
While the tool is a big win for listeners on the one hand, others argue that it opens the door for a huge loss on the other — the more users skip through an episode’s ads, the less money hosts make. And because the ‘Skip ahead’ button appears when a creator promotes premium subscriptions for brands that sponsor them, they miss out on other opportunities for monetization.
In addition to the losses it could pose for podcasters, the hypocrisy of Spotify exempting its own shows and ads from the ‘Skip ahead’ tool has sparked criticism as it could have a serious impact on its competitors and their ad-funded shows.
Max Tani from Semafor dissects in his own coverage, sharing the following: “The new skip button underscores Spotify’s push toward premium subscriptions. It’s prioritizing steady, recurring revenue and cementing a two-tiered advertising system, in which marketing bought directly through Spotify can’t be skipped — while publishers’ own ads can be, devaluing them”.
As mentioned, Spotify’s new skipping function is still very fresh and the streamer has yet to comment on where it’s going. Despite the concern it’s caused, users can still freely skip through ads with the existing buttons available, it’s just that ‘Skip ahead’ makes it much easier.
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