What is Spotify's wrap-up feature?

The Spotify wrap-up feature, known as "Spotify Wrapped," is an annual recapitulation of users' listening habits. It provides a summary of the top artists, songs, genres, podcasts, and total listening minutes throughout the year. The feature is designed as a shareable slideshow, encouraging users to post their results on social media, which drives significant viral engagement [Jason Calacanis: 1 2].

spotify Wrapped has proven to be a major marketing success, often leading to spikes in downloads and engagement on the platform. For example, it contributed to a 21% increase in download traffic due to the widespread sharing it triggers at the end of each year [Adam Schafer: 3].

The feature is not only a fun way for users to reflect on their music and podcast preferences but also serves as a powerful marketing tool for Spotify by generating extensive user-driven promotion across various social media platforms [Rachel: 4].