"Spotify Wrapped, an annual walk down memory lane available to the streaming platform's more than 713 million users, is now a hallmark for the company, flooding social feeds for one day every year and spawning copycats. The project has grown rapidly; by the December launch date, Spotify is already working on next year's Wrapped. What once took a handful now takes hundreds, from designers to engineers to data scientists."
"But make no mistake, Spotify Wrapped is big business for the streamer. On the fourth-quarter earnings call, Spotify co-president Alex Norström said that it has "become a significant driver of our business," engaging 245 million users in 2024. Three Spotify leaders took Business Insider behind the scenes of the Wrapped process. It's an ever-growing project, one built off thousands of Slack messages and conversations a year, the executives said."
Spotify Wrapped is an annual recap available to more than 713 million Spotify users that compiles individualized listening data into shareable slides. The project launches each December and has expanded to include podcasts and audiobooks and new slide types like Sound Towns and Your Music Evolution. Development now involves hundreds of staff across design, engineering, data science, and marketing and runs year-round. Wrapped drives engagement and business value, engaging 245 million users in 2024 and becoming a significant business driver. The social team monitors real-time trends and hashtags immediately after launch to track reception and amplify shareable moments.
Read at Business Insider
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