CAPE TOWN - Spotify is testing a new feature to allow its free users to skip adverts on the app.
This is according to a report by AdAge, as the music streaming service is taking a new approach to advertising.
Previously, free listeners on Spotify were required to wait the preset time of the advert before getting back to their music.
Using this new system, advertisers will not have to pay for any adverts that are skipped.
The feature is called Active Media and is exclusive to the Australian market.
In an interview with AdAge, Spotify global head of partner solutions Danielle Lee said the company aimed to roll out its new Active Media feature globally if testing in Australia proved successful.
The upshot of this for Australian Spotify uses on the free version of the app is that they are closer to mirroring the experience of users who pay for the premium version.
With the addition of the skippable ads functionality, the only advantage that the premium tier holds is the ability to download songs for later listening and not having to shuffle through specific playlists.
There is no mention of what will happen after this test period, or it will be made available to other countries.
- BUSINESS REPORT ONLINE