Spotify Wrapped dropped in late November: the annual offering gives users personalized summaries of their most-played songs and artists.
Since last year, CivicScience data show that interest in Spotify Wrapped is consistent among Spotify users, with roughly a third keen on it. In 2023, 30% of users remain favorable to the feature, showing subscribers a curated wrap-up of their top music from the year, the exact figure as the previous year. In contrast, the data also show that a growing group of Spotify users have a negative opinion about it (25%), shaving five points off those with neutral views in 2022.
Share Your Opinion: Do you prefer Spotify or Pandora?
However, interest in other platforms doing a similar promotion has waned since last year. Those “very interested” in seeing a year-end recap on other platforms dropped three points, and 78% of U.S. adult respondents report they aren’t interested in this idea. Have these year-end recaps lost their initial appeal?
More Insights About Spotify Wrapped Fans From the CivicScience InsightStore™:
- Frequent Flyers ✈️ They’re more likely to travel for business at least quarterly compared to non-fans;
- Gossip much? Spotify Wrapped fans are more likely than non-fans to share celebrity gossip on social media at least occasionally;
- Soups on 🥣 Maybe it’s time for a Spotify and CPG collaboration, as Wrapped fans are frequent freshly packaged soup eaters;
- Just make sure it’s gluten-free soup; Spotify-wrapped fans are three times more likely to at least limit gluten in some capacity;
- Not (as) stressed out right now 💆🏻♀️ While well-being and stress levels have fluctuated among the populace, Wrapped fans report lower stress levels than non-fans.
Main takeaway: Spotify consumers like to see personalized data, but these recap-style features may be losing their luster among the population.
Want more insights? Check out CivicScience 2023 Wrapped, featuring our most-viewed content of the year.
Join the Conversation: Do you personally prefer to use wired or wireless headphones?
Working with CivicScience means using data to understand your and your competitors’ consumers and using these insights in your brand marketing, advertising, and offerings. Let’s talk.