New Delhi: Spotify is testing a “Skip Ahead” button that lets premium members skip podcast intros, ads, and sponsor reads with just one click. The move has worried podcast companies because many shows depend on advertising to generate revenue.
Spotify will allow users to skip 15-second podcast ads with a single tap, except for advertisements sold directly by Spotify except for advertisements sold directly by Spotify. The news has created concern among podcast companies because many podcasts rely on host-read advertisements, in which the presenter personally talks about a product or service. If listeners can immediately skip these advertisements, it could make it more difficult for companies to reach a large audience with their products and services.
According to Semafor, an American news organisation, advertisements sold directly through Spotify cannot be skipped in the same way. This could create a two-tier advertising system in which Spotify’s own advertisements are protected, while ads sold by podcast publishers are easier to avoid with a single click.
Spotify has also pointed to YouTube, which has operated a similar “Skip Ad” system for years while building a huge advertising business. Spotify is therefore arguing that allowing users to skip advertisements does not automatically mean that advertising revenue will be destroyed.
Industry Backlash
Tommy Vietor, co-founder of Crooked Media, a political media company, criticised Spotify on social media, calling out the new feature.
“Very cool of @Spotify to try and destroy the podcast industry. What a great partner!” Vietor wrote on X.
James Cridland, editor of Podnews, a daily podcast newsletter, was similarly critical. “Shocking. Spotify is adding a ‘skip forward’ button to podcasts, so that podcast advertising or even mentions of Patreon subscriptions can be skipped past. After all, why should the creator of that content earn some money?” said Cridland on LinkedIn.
The backlash has gone beyond criticism, with many users on social media also discussing boycotting Spotify in an effort to stop the new feature and similar changes by the company.
“The more I’m thinking about this, it might be time we all collaborate to form an alliance to boycott publishing through Spotify. Not an easy task, and there will be a lot of pressure on their barely existent support team, but that’s probably the only way we can force them to stop this nonsense,” a user said under Cridland’s post.
As reported by Semafor, one podcast executive with several shows in Spotify’s top 50 speculated that if Spotify goes ahead with the changes, they could encourage listeners to use Apple Podcasts instead of Spotify. Others may also join together to pressure Spotify to change the feature.
Another podcast executive suggested that if the skip button is effective enough, podcast companies may have to find a way to collectively pressure the platform.
Spotify’s Defence
Spotify has defended the feature as still being in the testing phase, and said it has not been made permanent. The company said only some paid subscribers are seeing it, and that the button currently appears only when the Spotify app is open in full-screen mode.
“We regularly conduct tests at Spotify, some tests become permanent features, while others help inform future product development,” a Spotify spokesperson told Semafor.
However, the backlash and criticism on social media continued after Spotify’s explanation.
In May 2025, podcasters also objected to Spotify’s decision to display public play counts. The company later changed how it introduced the feature.
(Edited by Maryam Hassan)