Spotify is certainly one of the most popular streaming music services right now which has a high churn rate in the United States. In fact, it has almost 180 million listeners up to date, and Apple Music aims to topple them.
While the majority of Spotify’s listeners are on the company’s free tier and not the monthly subscription Premium model. Spotify is the giant in the free room, but in an effort to have those free customers switch over, Spotify is eyeing new ways to try and make that transition a bit easier, while also making some worthwhile changes for the free customers that don’t plan on switching at all.
According to a new report, Spotify is currently testing the ability for free customers on the platform to skip any audio or video advertisement whenever they want. Danielle Lee, head of Spotify’s partner solution has confirmed the testing, and also explained that Spotify sees the ability for customers to switch ads means they will bypass the ones they don’t actually want to listen to or see, and maybe stay on the ads they don’t mind hearing or looking at.
Spotify is planning to introduce this feature in the coming weeks or so, a way to learn a bit more about its customers, and tailor the ad experience as such. The company calls this new idea “Active Media.” Spotify has been testing this feature in Australia for about a month now. Whereas the company does also plan on deploying it to its global user base, there is no timeline for when that might happen – if it happens at all.
So, Spotify is working on a brand new version of its free tier that lets you skip ads at any time and whenever you want. This inclusion makes it easier to use on mobile devices, but the idea is to have those free customers jump over to the Premium options, whether it’s a student or individual account holder. And they can start playing towards additional features.
Free customers of Spotify streaming music service may be able to skip ads in the future, but it doesn’t look like they’ll be gaining access to things like the ability to search for on-demand music, among other features.
Are you a free Spotify listener? What would the company have to do to get you to start paying? Think about it!
(Via: Ad Age)