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Spotify claims its annual Wrapped feature, launched on December 3, 2025, achieved its largest user engagement yet, with over 200 million active users within 24 hours. This represents a 19% increase compared to last year’s Wrapped 2024, which faced criticism for its AI-focused approach. The company highlighted that users from the U.S., India, Indonesia, Japan, Colombia, and Thailand drove the majority of the metrics. Wrapped 2025 introduced new social features like real-time multiplayer comparisons and group categorizations, shifting focus from AI to user interaction. The campaign also saw 500 million shares, a 41% rise from 2024, showcasing its viral potential.
Key facts
- Spotify Wrapped 2025 reached 200+ million engaged users in its first 24 hours, a 19% increase from 2024.
- The feature saw 500 million shares globally, up 41% compared to last year’s launch.
- Key markets like the U.S., India, and Thailand contributed significantly to user growth.
- New social features, including real-time multiplayer comparisons, replaced AI-centric elements from 2024.
- Engaged users are defined as those who viewed at least one story within the Wrapped experience.
TAGS:
#2025 launch #Data Analytics #Social media #Spotify Wrapped #streaming service #tech trends #User Engagement
