Spotify is seeking a potential point of differentiation with its music streaming rivals by testing new functionality which empowers listeners to skip any audio or video ads they wish as frequently as they desire.
As things stand those who don’t pay a subscription fee must sit through unskippable ads before they can enjoy their music. However, a trial in Australia has expanded subscriber privileges to put the ball in the court of the user.
Dubbing the new format ‘Active Media’ Spotify hopes to learn which ads interest specific members by tracking the promotions members most enjoy hearing or viewing.
The experiment should also benefit advertisers, because if ad is skipped they don't have to pay.
Danielle Lee, global head of partner solutions at Spotify, said: "Our hypothesis is if we can use this to fuel our streaming intelligence, and deliver a more personalised experience and a more engaging audience to our advertisers, it will improve the outcomes that we can deliver for brands.
"Just as we create these personalised experiences like Discover Weekly, and the magic that brings to our consumers, we want to inject that concept into the advertising experience."
Earlier this year Spotify discovered that 2 million of its users were making use of unauthorised apps to block its advertising for free.
Earlier this week, Spotify and Samsung announced a long-term deal that will see the pair partner across devices - making Spotify part of the setup experience on all Samsung products.