Why is the frequency of adverts increasing?

Good afternoon,

I think Spotify is a great service and is definitely a preferable alternative to radio.

However, the frequency of adverts is increasing. A couple of versions of Spotify ago I could listen to entire albums and only have an ad break perhaps once, or twice.

Now, there is an advert after playing *one* song after I open the application. And now there are two adverts in a row between songs as well. Usually one for a commercial enterprise, and then another "encouraging" me to sign up to Premium to ... not listen to adverts.

Is Spotify's plan to gradually increase ad breaks to match radio levels and ... basically either annoy people into buying Premium, or annoy them away?

Thank you for your attention,

IceflamePhoenix

Spotify enthusiast