Yenny Yusra Journal

Ever since Spotify first launched in Indonesia, I’ve been an early adopter. I’ve used both the free version and the premium for years, and I’ve seen quite a big shift in what the platform feels like today.

Ads as the New Growth Engine

Back then, the ads on the free account were minimal. They were there, but they felt polite. They didn’t interrupt the mood too much, especially when I was listening on the way to work or during a drive. Most of the time it was just a simple announcer inviting you to upgrade to Premium, delivered in a smart, clear, and concise tone.

Over the past two years, though, things have changed. The number of ads has increased significantly. And the style feels very different. Many of them now sound like they’re trying hard to be trendy, almost aggressively catering to Gen Z or a much younger audience. In my honest opinion, they feel loud, unrefined, and honestly, a bit cheap.

As a xennial, I know my taste sits somewhere in between generations. I was comfortable with the old style of ads. They were straightforward and respectful of the listening experience. Now, many of the ads on Spotify Indonesia feel noisy and disruptive. Again, this is purely my personal take as someone who genuinely appreciated the free account for what it was.

What makes this shift more noticeable is that Spotify has been open about expanding its advertising business globally. In recent newsroom updates, the company has shared plans to strengthen ad partnerships and develop new ad formats as part of its growth strategy in 2026. It’s clear that ads are becoming a bigger focus for the platform.

From a business perspective, that makes sense. Advertising is a major revenue stream. But from a listener’s perspective, especially someone who has been around since the early days, the experience feels different. Heavier. Louder.

Rediscovering the Old School Way

Because of that, I’ve slowly gone back to listening to music the old school way. I’ve been playing my favorite CDs again and tuning in to the radio. Ironically, radio these days feels like it has fewer ads, and the ads that do play are usually relevant and delivered in a tone that fits the station. They come in limited numbers and don’t overwhelm the experience.

It feels like in trying so hard to stay relevant and sound hip for certain audiences, Spotify may have overlooked other listeners who also matter. For those of us who didn’t mind the trade off of using a free account, the growing number of loud ads changes the balance.

With subscription prices also getting higher, it becomes harder to justify upgrading to premium again. And if the future really means even more ads for free users, possibly with the same loud tone, then stepping away feels like the simplest choice.

Don’t get me wrong. I don’t mind not owning the music when I stream it. That’s never been the issue. But when the ad experience starts to overshadow the music itself, something shifts.

For now, I’m surprisingly comfortable leaving Spotify behind and going back to CDs and radio. Sometimes the old school way just feels better.