Spotify Wrapped

Spotify Wrapped
2020 Spotify Wrapped logo
Date(s)	Late November-Early December
Frequency	Annual
Years active	2016–present
Type	Marketing campaign
Website	www.spotify.com/us/wrapped/

Spotify Wrapped is a viral marketing campaign by Spotify. Released annually since 2016, every early December, the campaign allows Spotify users to view a compilation of data about their activity on the platform over the past year and invites them to share it on social media.

Spotify Wrapped typically includes the five musicians a user has listened to most often, the songs which they have listened to most, and their favourite music genres. 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 an unknown date in the last 2 months 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 in early December each year or the ending of November, generally accompanied by billboards and television advertisements, 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.