Spotify continues to tinker with its free-tier user experience by testing a new feature they’re calling “active media.” Non-premium members will be able to skip unlimited ads. The new feature would be rolled out with the aim of providing a more relevant experience for both users as advertisers. Users would effectively choose which ads appeal to them most, while advertisers would not be charged for any ads users choose to skip, ensuring their audience on the platform is more open to their message.
Although the streaming giant is currently limiting the feature’s test run to Australia, it appears likely that more users could gain this ability in the near future. A spokesperson for the company confirmed they “will consider expanding to additional markets in the future,” and remain “committed to our freemium model and will continue innovating our products to ensure the best experience on both our free and premium tiers.”
Spotify’s support of both subscription models isn’t shared by all. Billboard announced in May that it would begin weighing streams paid subscriptions more heavily than streams free, ad-supported accounts. Paid subscriptions require 1,250 streams to equal one album unit on the Billboard 200, while free-tier streams must total 3,750.