Spotify Tests Podcast Ad-Skip Button for Premium Users as Advertisers Hold Spending
Updated
Updated · Hollywood Reporter · Aug 11
Spotify Tests Podcast Ad-Skip Button for Premium Users as Advertisers Hold Spending
3 articles · Updated · Hollywood Reporter · Aug 11
Summary
Spotify last week began testing a “skip ahead” button for some Premium podcast listeners, making it easier to bypass ads, promos, intros, outros and baked-in sponsorships.
Advertisers have not cut spending so far, with agency and platform executives saying the feature looks less disruptive than first feared because ads are still technically delivered even when skipped.
Acast said some creators have pushed back, but its internal data shows only about 10% of users skip ads on platforms where that option already exists.
Spotify-sold ads are excluded from the test, and executives say host-read spots remain the highest-value format, limiting the immediate revenue risk if the feature expands.
Spotify said it is still evaluating the experiment, underscoring that the industry is in a wait-and-see phase rather than treating the test as a material threat.