Spotify’s new ‘skip’ button could end the podcast business as we know it

Spotify is testing a new feature that's rattling the podcast industry: an enhanced skip button that lets users bypass ads and promotional content — but notably, not ads that Spotify sells directly. According to Semafor, the audio giant introduced the tool to some paid subscribers last week, framing it as a way to keep listeners engaged. But podcast networks and creators who depend on ad revenue are alarmed, with some accusing Spotify of attempting to undermine their business models. Spotify insists it's early testing and is gathering feedback from publishers and advertisers. The move reflects a larger industry shift: podcasts are migrating from audio to video platforms like YouTube and Netflix, and the traditional podcast ad model is already under pressure.

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