Topline
Spotify confirmed the data tracking period for its highly anticipated Spotify Wrapped year-in-review packages will extend beyond Oct. 31, the date that was once reported to be the final day of data collection, though it did not specify when tracking stops.
Key Facts
Spotify teased its upcoming Wrapped package in a Halloween-themed post on X, confirming data collection will continue until an unspecified date.
The Spotify Wrapped packages, customized graphics that tell a Spotify user their top five most-streamed songs and artists in a calendar year, used to stop data collection on Oct. 31, USA Today reported in 2022.
Spotify told users in an in-app pop-up message last week that “2024 is almost a wrap,” urging users to update the app so they can access their Wrapped packages when they arrive.
When Will Spotify Wrapped 2024 Release?
Though no release date has been announced, Spotify Wrapped usually drops at the end of November or the beginning of December. Spotify released its Wrapped packages on Nov. 29 last year, one day earlier than the previous year, when the packages were released on Nov. 30. Users are typically given access to Spotify Wrapped through an in-app pop-up, and the package is formatted as a slideshow with Instagram Story-ready graphics. Users are also given playlists with their top 100 songs from the year.
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Tangent
Social media users have frequently joked they wait until Spotify stops tracking their data so they can safely listen to music they’d be embarrassed by if it ended up in their Spotify Wrapped. More than 200,000 users liked an X post last week from a user who said her Spotify Wrapped is “going to be so embarrassing this year,” and last year, the Washington Post referred to November and December as “cheat months” where users can listen to holiday music and show tunes safely without fear of them popping up on Spotify Wrapped.
Key Background
Spotify began its Wrapped marketing campaign in 2016, and began issuing Instagram Story-shareable graphics to users as part of their Wrapped packages in 2019. The Wrapped campaign has been a huge marketing hit for the streaming platform: Spotify said more than 156 million users accessed their Wrapped package in 2022, up from 120 million the year prior. Social media analytics company SproutSocial found 400 million posts had been made about Spotify Wrapped on X in the three days following its 2022 release, up 15% from the year before. Spotify typically unveils new features for the Wrapped campaign each year. In last year’s edition, each user was assigned a “sound town,” a city that matches their music taste, leading to viral jokes on social media that Burlington, Vermont, and Cambridge, Massachusetts, may be home to large communities of queer artists and LGBTQ listeners. In 2022, listeners were assigned listening personality types based on the Meyers-Briggs personality test.
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