Spotify is reportedly running a test that would enable users to skip both audio and video ads at any time they want.

The trial applies to non-paying users – as Spotify subscribers already don’t hear or see any ads on the platform – who currently can’t skip ads. For now, Spotify is only conducting the experiment in Australia.

“Our hypothesis is if we can use this to fuel our streaming intelligence, and deliver a more personalised experience and a more engaging audience to our advertisers, it will improve the outcomes that we can deliver for brands,” Danielle Lee, global head of partner solutions at Spotify, told Ad Age. “Just as we create these personalised experiences like Discover Weekly, and the magic that brings to our consumers, we want to inject that concept into the advertising experience.”

Spotify’s test is part of a new feature, called ‘Active Media’, which means advertisers won’t have to pay for any ads that are skipped. As a result, the music streaming platform is hedging its bets on being able to engage consumers with ads that are relevant and timely enough to not be skipped.

Though Active Media has only been trialling in Australia since last month, Spotify has ambitions to roll out the change in advertising globally, should it find success.