Spotify’s test of a new feature that allows users to skip ads more easily on podcasts initially sent shockwaves through the podcasting industry.
But industry members say the concern is overblown, for now.
The feature, which began rolling out as a test for some paid subscribers last week, surfaces a “skip ahead” button for users who have the app pulled up when they arrive at segments including ads, promotions, intros, outros and baked-in sponsorships. As Semafor first reported, this feature does not apply to ads that are sold specifically by Spotify. Premium, or paid users, on Spotify already listen to music ad-free on the platform.
The surprise rollout of this button, even as a test measure, prompted a flurry of calls between advertisers and podcasters over the past week as each side sought to understand how and where this would apply. But once the dust settled, leading voices say the measure does not appear to be much different from the skipping functions that are already available on YouTube, as well as on other audio platforms.
“Ad skipping is maybe scarier in theory than in practice, and so I don’t think this is going to have major material direct impact on the brands that advertise,” said Dan Granger, CEO of Oxford Advertising, which calls itself the world’s largest podcast advertising agency.
