Podcast advertising has a secret, and this week Spotify let it slip. As @JamesCridland reported, Spotify is testing a button that skips podcast ads with one tap. Everyone's calling it an ad-tech threat. I think it's a confession. The tell isn't the button. It's the exception. And per @semafor's reporting, the one thing it won't skip is the inventory Spotify sold directly (surprised?). It'll let you skip Spotify's own pitch for Premium. Not the ad it's getting paid to guarantee. You don't protect what people want to hear. You protect what only works when there's no easy way out. The value wasn't attention. It was friction, and Spotify just showed you it knows. The industry's comfort right now is that fewer than 10% of ad breaks get skipped in real listening data. That's true. It's also a number measured back when skipping one break took nine taps. If the value really was attention, that number holds and nothing changes. If it was friction, we're about to watch it move. That's why I've spent the last two years building for the second answer: don't interrupt the listener and hope inertia holds them. Reward them for engaging. No ad to skip, because nothing's in the way. And more on this soon --> a @DixoOnChain pilot with Mexico's largest radio network. Real listeners, real rewards. Listeners engaged because they CHOSE to, not because leaving was inconvenient.

YES! Joining Bullish on Base tomorrow! I'll be talking about the hardest problem in Web3 audio: getting the 500M worldwide podcast listeners onchain without them knowing it, and earning! We solved it. Live on Base. Patent pending. See you there. @DixoOnChain

Small founder moment today. We created our first podcasts in 2005. For almost 20 years the technology around podcasting barely changed. RSS feeds. Distribution. Ads if you're lucky. Today we’re opening the next experiment: DIXO On Chain. Let’s see what creators build with it. onchain.dixo.com/