We learn from the estimable James Cridland that Spotify is testing a podcast ad-skipping tool. If implemented, such a tool would be offered to premium (paying) users. Spotify does not insert ads in podcasts as with music (between tracks); podcast ads are built into the content file.
The assertion is fairly tectonic among podcast content owners and the podcast industry as a whole, as expressed in comments and LinkedIn posts. We keyword-searched Spotify’s quarterly earnings presentation, and did not find any disclosure of this rumored feature.
It should be noted that Spotify’s existing skip feature (quickly advancing the audio 15 seconds) already gives users a kind of shortcut through commercials, but it’s a rough edit that could overshoot into post-ad content. The proposed “skip ahead” button would presumably make an accurate resumption at the end of ad breaks.
The feature reportedly would work with equal accuracy in skipping embedded ad sponsorships and dynamically inserted ads.
Content skipping is standard in streaming apps, so within that broad context skipping through podcasts is neither revolutionary nor scandalous. It is the prospect of intentional and exact skipping of commercial content which stirs controversy.
