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1
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· Posted on
February 21, 2024

Spotify has released its Wrapped feature for 2022 and it's potentially more scary than your Google search history

Spotify has released Wrapped 2022... and this time, it includes music personalities.

What's the key learning?

  • Spotify's first version of Spotify Wrapped came out in 2016 which included a user's list of the top artists, genres, songs, podcasts, and the tally of the total minutes they listened.
  • Spotify Wrapped has become a great way to engage current Spotify users and it also has become a viral sensation through its rich data and aesthetically pleasing presentation.
  • While data has become a dirty word, Spotify has amazingly rebranded the whole "we've been tracking you" into "look how fun this is!".

👉 Background: Spotify as the official GOAT of music streaming, now with over 456 million users, including 195 million premium users.

👉 What happened: Spotify rolled out its first version of Spotify Wrapped in 2016. Think: your top artists, genres, songs, podcasts and the tally of your total minutes listened. Now, Spotify has released Wrapped 2022, including music personalities.

👉 What else: Not only has it become a great way to engage current Spotify users, but it has become a viral sensation through its rich data and aesthetically pleasing presentation.

What's the key learning?

💡While data has become a dirty word, there are ways to make data collection cool - not creepy. It's quite amazing how Spotify has rebranded the whole “we’ve been tracking you” into “look how fun this is!”.

💡Through Wrapped, Spotify has managed to create a genuine cultural moment every year. Like Amazon’s Prime Day, Alibaba’s Singles Day or even Afterpay Day.

💡Wrapped not only serves Spotify’s existing users, but it also creates FOMO amongst non-Spotify users.

  • Spotify’s mobile app downloads increased by 21% in the first week of December last year.
  • More than 90 million people engaged with Spotify Wrapped in 2020.

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