Spotify is testing a new ad-supported subscription with some extra features, and experts say it could help pull in new users who want premium features without the full cost of going ad-free.
As one of the biggest names in the music streaming game, Spotify has built a solid foundation on its free and paid plan options. Now, though, it’s testing a cheaper ad-supported subscription, too. Previously, Spotify only offered a free, ad-supported option, and a Premium version—which grants unlimited skips and other features. Spotify Plus will include some of these premium-only features, but still will be supported by ads. If Spotify can find a way to make this plan attractive to consumers, it could offer listeners more without costing them too much.
“Spotify’s move not only increases the company’s paying user base, but also helps expose users to the benefits of a paid subscription,” Shahar Aizenberg, chief marketing officer at Artlist, told Lifewire in an email.