Spotify is putting an end to the chatter, no, Premium users won’t be hearing ads anytime soon. The music-streaming giant took to X on April 8 to directly deny circulating rumors that advertising would be introduced to its Premium tier.
“There is a rumor circulating that Spotify is putting ads into premium music listening. This rumor is false. Premium music listening is and will remain ad-free,” the company wrote.
The tweet was in response to a growing number of users threatening to cancel their subscriptions. Spotify followed up again in a separate reply: “This rumor is false. Premium music listening is ad-free.”
That “will remain” phrasing stood out. It implies a pretty solid commitment, for now, to keeping music ad-free for paying users. That’s a relief for millions who’ve gotten used to uninterrupted listening. Still, it raises a bigger question: how long can Spotify hold out?
Netflix, Amazon Prime Video, Disney+, all have introduced ad-supported tiers in recent years. Netflix’s move in 2022 now accounts for 70 million users. Music platforms have largely avoided this model, but with Spotify preparing to launch its new ‘Music Pro’ tier, that could change.
The potential is real. The Music Pro tier is expected to roll out this year, possibly opening the door for a shuffle: ads in the base Premium plan while offering a pricier, truly ad-free upgrade.
It’s a strategy video-streaming platforms have used to great effect. From a business standpoint, it’s hard to ignore the revenue appeal. The only thing in Spotify’s way? User blowback.
On the heels of the rumor, research firm Midia put out data suggesting there may actually be an appetite for more expensive, feature-rich tiers. Their report found that nearly 75% of music subscribers showed interest in a Supremium add-on. About 20% said they’d pay $1.99 more, while 10% said they’d go double.
Spotify’s been aggressively exploring pricing experiments and new monetization strategies. Earlier this year, they launched an audiobooks-only plan for $9.99 and are testing hi-res audio features.
So while Premium stays ad-free for now, the bigger conversation around tiering, pricing, and feature sets is only just beginning. The company may have shut the door on this specific rumor, but the future is still wide open for Spotify to rethink what Premium really means.
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