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Every December Spotify gives each user a colourful summary of their year in music, and users share it so widely that it works like a free global ad campaign.

By Jignesh, , 4 min read

Brand
Spotify
Industry
Music streaming
Channel
In-app content, social sharing
Year
2025

Results

  • 200 million+

    engaged users within the first 24 hours of Wrapped 2025

    Source ↗

  • 62 hours

    the time it took the previous year’s Wrapped to reach 200 million users

    Source ↗

  • 500 million+

    shares of Wrapped 2025, 41% more than the year before

    Source ↗

The challenge

Music streaming apps offer very similar songs at similar prices. It is hard to stand out, and it is expensive to keep reminding people why they should stay.

Spotify needed a way to remind users how much they use the app, and to get non-users talking about it, without paying for every impression.

What they did

Spotify turns each user’s own listening data into a short, story-style recap: top artists, top songs, total minutes and fun personal facts. It looks like an Instagram story and is built to be shared.

Every card is designed for a phone screen with bold colours and short text, so it looks good when posted on Instagram, WhatsApp status or other social apps.

Wrapped comes out once a year, at the same time, so people wait for it. In 2025 Spotify added new features such as comparisons between groups of listeners and a live group feature called Wrapped Party.

The result is that users post their Wrapped with the Spotify name on it. Their friends see it, feel left out if they use another app, and start talking about Spotify.

What your business can take from this

  1. Give customers something about themselves

    People love to share things that say something about them. A gym can send members their yearly visit count, a cafe can share a customer’s favourite order of the year. Make it look good on a phone and easy to post.

  2. Put your name on what gets shared

    Every Wrapped card carries the Spotify brand. Whatever you give customers to share, add your logo, name or handle in a clean way so every share brings people back to you.

  3. Make it a yearly habit

    Wrapped comes at the same time every year, so people wait for it. A yearly event such as an anniversary sale, a festival offer or a year-end thank-you post builds the same habit for a local business.

  4. Use data you already have

    Spotify used data it already collected. Your billing software, booking records or WhatsApp chats already hold useful facts. Turn them into simple, friendly content.

Sources

  1. TechCrunch: Spotify says Wrapped 2025 is its biggest yet, with 200M users in its first day
  2. Music Business Worldwide: Spotify Wrapped hit 200M engaged users in 24 hours

An independent study of a public campaign, written from published sources. Musafir Infotech did not work on this campaign.

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