On Wednesday, Spotify launched its annual listening year-in-review feature, Spotify Wrapped. According to the streaming giant, this year’s Wrapped is the most successful so far, with more than 200 million users engaged in its first 24 hours.
In its first day of launch, Spotify Wrapped 2025 had 19 per cent more engaged users than last year’s campaign, which was regarded as a flop, TechCrunch reports. In comparison, Wrapped 2024 only recorded 200 million engaged users after 62 hours of its launch. Spotify counts an engaged user as one who has viewed at least one of the stories within the Wrapped feature.
Users in the U.S., Colombia, Japan, Thailand, Indonesia, and India drove the biggest engagement for Spotify Wrapped 2025. Additionally, this year’s campaign was shared more than 500 million times; that is 41 per cent more than last year. Spotify includes screenshots and downloads as part of shares coming directly from the Spotify app.
Last year’s Wrapped was AI-focused, with a lot of users labelling it as “disappointment” and “underwhelming”. Users did not like the inclusion of AI podcast over the usual creative stories. The Wrapped lacked detailed stats and the usual information people were accustomed to seeing about their yearly listening experience.
This year’s Wrapped campaign feature includes more layers, stories, and also introduces Wrapped Party – a mobile-only live multiplayer feature with friends and families.
Image: Spotify
