Spotify's test of a new "skip ahead" feature, which makes it easier for podcast listeners to bypass ads, initially alarmed the podcasting industry, but advertisers and podcast platforms say the concern has proved overblown so far. The button began rolling out last week for some paid subscribers, allowing users to skip past ads, promotions, intros, outros and baked-in sponsorships, though it does not apply to ads sold directly by Spotify. Industry figures say the tool is not markedly different from existing skip functions on YouTube and other audio platforms, and note that ads are still technically delivered even when skipped, meaning ad delivery itself is unaffected.

Dan Granger, chief executive of Oxford Advertising, said he had not seen advertisers cut spending, with most taking a "wait-and-see" approach, and predicted minimal impact on actual ad listening. Acast chief executive Greg Glenday said some creators on his platform were unhappy and were being supported as they weighed their options, though he noted internal data shows only around 10 percent of users actually choose to skip ads, a rate already factored into the ecosystem. Granger added that host-read ads, which are the most valuable to advertisers, would likely remain unaffected even if the feature became permanent. Spotify is said to be reviewing the test results before deciding whether to roll the feature out more widely.