It isn't clear how this would impact Spotify's premium subscription, which for $9.99 (about P530) affords an ad-free listening experience as well as downloadable music.
In a report from Advertising Age, it looks as if Spotify is preparing to run a test in Australia that will let free-tier listeners skip audio and video adverts at any time during their playback.
Free Spotify may have another upgrade on the way, too: The company is now testing letting users "skip audio and video ads any time they want, as often as they want, allowing them to quickly get back to music", Ad Age reports.
"Our hypothesis is if we can use this to fuel our streaming intelligence, and deliver a more personalized experience and a more engaging audience to our advertisers, it will improve the outcomes that we can deliver for brands", explained Danielle Lee, Spotify's global head of partner solutions.
"Just as we create these personalized experiences like Discover Weekly, and the magic that brings to our consumers, we want to inject that concept into the advertising experience".
Spotify also provided the following statement to Pitchfork. Spotify's hope is that, as its ad algorithm learns what type of adverts you prefer listening to, you'll listen to those and that'll make up for any shortfall in spending due to increased time with adverts you do like.
A Spotify spokesperson tells Gizmodo that the company "will consider expanding" its ad skipping experiment "to additional markets in the future".
There is no indication just yet of when "Active Media" will be rolled out worldwide.