“Wrapped creates a huge opportunity for Spotify to extend its reach through social motivation and, yes, FOMO.” “Spotify's offering is much more heavily marketed across various channels - including in-app, social, media placements and more - and simply more shareable in its presentation,” Randy Nelson, head of mobile insights at Sensor Tower, told Protocol in an email.
CEO Daniel Ek called the season “historically our biggest quarter of the year” in the company’s October earnings call.More than 90 million people engaged with Spotify Wrapped in 2020, the company reported. 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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