13 Facts About Spotify Wrapped

Spotify Wrapped has historically included the five musicians a user has listened to most often, the songs to which they have listened most, and their favorite music genres.

Producers of content on the platform have access to a version of Spotify Wrapped, which includes the number of times their content has been streamed that 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.

Spotify Wrapped is a marketing campaign intended to promote Spotify.

Spotify Wrapped allows both users of Spotify and producers on the platform to view a compilation of data about trends on the platform as well as their activity on the platform over the past year, then invites them to share it on social media including Instagram.

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In 2021, a Spotify Wrapped official told Newsweek that the reasons for this omission are logistical, because time is needed for quality assurance and other preparation.

Spotify Wrapped has historically included the five artists a user has listened to most often, and the songs they have listened to most often.

In 2018, Spotify Wrapped included information about the astrological signs of the artists a user listened to most and the oldest song a user listened to.

In 2019, Spotify Wrapped began using a new format modeled after social media stories.

Also in 2020, Spotify Wrapped created social media features to accompany the campaign including a hashtag challenge on TikTok and custom filters on Snapchat and Instagram, and recruited internet celebrities to promote the campaign.

In 2021, Spotify Wrapped included various internet slang phrases and referenced topics from popular culture including non-fungible tokens and skin care routines, spawning jokes and memes which made fun of the language used in the marketing campaign.

Hunt argued that Spotify users' listening habits are largely shaped by the platform itself, and described Wrapped as "flat, functional, siloed" in contrast to Last.

In 2020, the Spotify Wrapped campaign won various Webby Awards including the People's Voice Awards for Music, Best Data Visualization, and Best User Experience as well as the awards for Entertainment, Viral Marketing, and Integrated Campaign.