Spotify experimented its new feature to all listeners in Australia with a population of 24 million before they are going to launch it.
According to Advertising Age, the new feature will give an option to listeners if they want to skip and stop an advertisement whether it is an audio or a video. All subscribers who are paying don’t have a limitation in skipping advertisements. It will let them get back to music in a short period of time. Listeners who are not paying for a subscription will don’t have access to the upcoming feature. The new feature will be hailed as “Active Media” which is advertisers won’t have to pay if their advertisement has been skipped.
The company confirmed that the experiment of “Active Media” started last month, and exclusively in Australia. The release date of the feature has not yet announced but it will be available globally.