Why is Spotify the only company that is doing this so well, or at all? Spotify has managed to accomplish the most rare of things: create a genuine cultural moment every year, a day on which everyone on the internet seems to be talking about the same thing. “Wrapped creates a huge opportunity for Spotify to extend its reach through social motivation and, yes, FOMO.”
According to market analytics firm MoEngage, Wrapped gives Spotify a big boost in new installs: Its mobile app downloads increased by 21% in the first week of December last year. Wrapped has been a hit for the company ever since Spotify launched its year-in-review campaigns over five years ago. Spotify Wrapped also gives artists a glimpse at the number of streams they received, hours people listened, number of listeners and how many countries listeners were located in for the year.
(At least one Protocol reporter is in the top 1% of Taylor Swift’s listeners this year.) It includes stats like how many minutes of music people listened to, favorite artists and songs, and how close someone might be to being a superfan.Spotify Wrapped is a year-in-review playlist and slideshow that serves up various data points from the past year of listening. For Spotify users, that means it’s Spotify Wrapped time. It’s the most wonderful time of the year. Spotify has mastered the year-end look back
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