3 weeks ago
Spotify tests podcast ad skipping; creators call it a threat
Spotify is an app where people listen to music and podcasts.
It is trying out a new button called "Skip Ahead."
This button lets some paid members skip podcast introductions, ads, and sponsor messages with one tap.
Podcast makers are worried because advertisements pay for their shows.
Many podcasts have hosts read ads out loud during the show.
If listeners skip those ads, companies may not want to pay anymore.
Some podcast creators were upset and complained on social media.
Spotify says the button is just a test and might not stay forever.
It also points out that YouTube already lets people skip ads and still makes a lot of money.
People who make podcasts are still worried, and some talked about not using Spotify anymore.
Spotify is testing a "Skip Ahead" button that lets premium members skip podcast intros, ads, and sponsor reads with one tap.
According to Semafor, ads sold directly by Spotify cannot be skipped, creating a two-tier advertising system that critics say protects Spotify's own ads.
Podcast companies are concerned because many shows rely on host-read advertisements for revenue, which could be harder to sell if listeners can skip them.
Tommy Vietor of Crooked Media and James Cridland of Podnews publicly criticized the feature, and some social media users discussed boycotting Spotify.
Spotify says the feature is only a test available to some paid subscribers in full-screen mode, and points to YouTube's similar skip-ad system as precedent.
- Who
- Spotify, premium subscribers in the test group, and podcast creators including Tommy Vietor of Crooked Media and James Cridland of Podnews.
- What
- Spotify is testing a "Skip Ahead" button that lets premium members skip podcast intros, ads, and sponsor reads with one click, prompting backlash from podcast companies that depend on advertising revenue.
- Where
- No specific location was given; the feature appears in the Spotify app in full-screen mode and reactions took place on social media.
- When
- The start date of the test was not specified; the report follows podcasters' objections in May 2025 to Spotify's display of public play counts.
- Why
- Spotify says it regularly runs tests to inform product development, while podcast creators fear the feature will hurt host-read ad revenue and make it harder for companies to reach audiences.
Podcast creators and critics
Spotify
Impact on podcast advertising
Podcast creators and critics
Skipping ads with one tap makes it harder for companies to reach large audiences and threatens the host-read ad revenue that many podcasts depend on.
Spotify
Allowing users to skip ads does not automatically destroy advertising revenue, noting that YouTube has operated a similar skip system while building a huge advertising business.
Two-tier advertising system
Podcast creators and critics
Semafor reported that ads sold directly by Spotify cannot be skipped, creating a two-tier system that protects Spotify's own ads while making publisher-sold ads easier to avoid.
Spotify
Spotify says the feature is still in the testing phase, is shown only to some paid subscribers, and has not been made permanent.
Response to the test
Podcast creators and critics
Critics say the feature is harmful even as a test, with users discussing boycotts and a podcast executive suggesting listeners could switch to Apple Podcasts.
Spotify
Spotify says it regularly conducts tests, some of which become permanent features while others help inform future product development.
Key facts
- Company
- Spotify
- Feature under test
- "Skip Ahead" button for podcast intros, ads, and sponsor reads
- Availability
- Only some paid subscribers, during testing phase
- Where it appears
- Spotify app in full-screen mode
- Exempt ads
- Advertisements sold directly by Spotify cannot be skipped (per Semafor)
- Key critics
- Tommy Vietor (Crooked Media) and James Cridland (Podnews)
- Precedent cited by Spotify
- YouTube's "Skip Ad" system
- Prior related dispute
- May 2025 objections to public podcast play counts
Quotes
Tommy Vietor
Co‑founder of Crooked Media, a political media company
“Very cool of @Spotify to try and destroy the podcast industry. What a great partner!”
theprint.in
James Cridland
Editor of Podnews, a daily podcast newsletter
“Shocking. Spotify is adding a ‘skip forward’ button to podcasts, so that podcast advertising or even mentions of Patreon subscriptions can be skipped past. After all, why should the creator of that content earn some money?”
theprint.in
Sources
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