In the grand tradition of web hostility, SoundCloud has made a bold move.

They’ve decided that your time isn’t valuable. That your experience doesn’t matter.

Want to skip ahead 30 seconds in a podcast? Sorry, you’ll need to sign in for that privilege.

It’s essentially a throwback to the days of linear radio. No control. No choice. Just sit there and take it.

How many listeners will try to skip, hit the sign-in wall, and never return? It’s a textbook example of prioritising metrics over user experience.

I get it. They want more sign-ups. They’re chasing those “monthly active user” numbers.

But in the race for engagement they’ve forgotten the most important engagement of all – the one between the listener and the content they love.

If your sign-up growth strategy involves frustrating users, it’s time to rethink your strategy.