Spotify Wrapped

Spotify Wrapped is a year-in-review feature and viral marketing campaign hosted by Spotify every year since 2016. Typically released in late November or early December, it allows users to view a summary of their activity on the platform over the past year, which can then be shared on social media.

Spotify Wrapped typically includes the five musicians, songs, and musical genres that a Spotify user listened to the most throughout the previous year. Producers of content on the platform also have access to a version of Spotify Wrapped, which includes the number of times their content has been streamed that year. In addition to individualized data, Spotify Wrapped also includes information about activity on the Spotify platform as a whole. While Spotify Wrapped is commonly referred to as an annual collection of data, only activity from January 1st to early–mid-November is counted for any given year.

Spotify Wrapped is shared widely on social media each year and has led millions of people to promote Spotify on their social media accounts. Its release is generally accompanied by billboards and television advertisements and has historically correlated with a boost to Spotify's app store ranking. The marketing campaign has been both praised and criticized for effectively providing Spotify with free advertising and has been discussed in connection with broader questions about data and Spotify's use of it. Commentators have also analyzed the effects of Spotify Wrapped on the music industry and contrasted it with offerings by other streaming services.