Spotify’s New ‘Skip’ Button Scares Podcasters

Spotify’s new skip widget is terrifying much of the podcast industry by making it far easier for listeners to jump past ads, promotions and filler content.

Last week the audio streaming giant tweaked its interface to let some users more effectively bypass those segments—provided the ads were not sold directly by Spotify. The company described the change as merely streamlining its existing 15-second skip button, which many listeners already use to avoid commercials.

The move arrives as the podcast business already faces a migration of audiences to YouTube and poses a direct threat to shows that depend on listeners hearing their direct-sold ads. Podnews called the feature a “significant threat” to ad-funded programs. Tommy Vietor, co-founder of the liberal network Crooked Media, was blunter: “Very cool of @Spotify to try and destroy the podcast industry. What a great partner!”

Several major audio networks contacted Spotify after the announcement, voicing concern about their monetization models and seeking more details. Privately, the platform has tried to calm those fears, arguing that the skip tool will actually increase overall listenership by keeping users engaged with podcast content; it cites data showing the button already encourages longer listening sessions. 

Spotify has also pointed out that YouTube has built a large advertising business around a comparable skip function.

Semafor reports the company has left itself room to reverse course, stressing that the button remains in an early testing phase while it continues gathering feedback from podcast companies, publishers, users and advertisers.