"Spotify says yesterday's launch of its annual year-in-review feature, Spotify Wrapped, was its biggest ever. The streaming service reports that Wrapped 2025 saw over 200 million engaged users within the first 24 hours, 19% more than last year's AI-centered flop. Last year, it took Wrapped 62 hours to reach 200 million users, the company noted. Engaged users are counted as those who have viewed at least one of the stories within the Wrapped experience."
"In addition, Spotify said Wrapped was shared more than 500 million times this year, 41% more than last year. This includes native shares from within the app, as well as screenshots and downloads. Wrapped, the popular annual review of Spotify's users' listening history and stats, had a rough reception last year, as people criticized the lack of detailed stats, and the focus on the inclusion of an AI podcast over other clever and creative data stories."
Spotify Wrapped 2025 attracted over 200 million engaged users within 24 hours, a 19% increase over the previous year when it took 62 hours to reach that mark. Engaged users viewed at least one story within the Wrapped experience. Wrapped content was shared more than 500 million times, including in-app native shares, screenshots, and downloads, a 41% increase year-over-year. Markets driving growth included the U.S., India, Indonesia, Japan, Colombia and Thailand. After criticism of last year's AI-focused format and limited stats, Spotify added nearly a dozen new features and deeper data, removed consumer-facing AI, and introduced real-time multiplayer comparisons like Wrapped Party.
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