Spotify says this year’s launch of its annual year-in-review feature, Spotify Wrapped, was its most successful yet. Wrapped 2025 drew over 200 million engaged users within the first 24 hours, a 19% increase from last year’s heavily criticized rollout. In 2024, it took Spotify 62 hours to hit the same milestone.
The company defines engaged users as those who viewed at least one story within the Wrapped experience.
Spotify also reported more than 500 million shares, including native in-app shares, screenshots, and downloads, a 41% jump from last year. Significant traction came from major markets including the U.S., India, Indonesia, Japan, Colombia, and Thailand.
Last year’s Wrapped was poorly received for its limited stats and an unpopular push toward AI podcast content. Spotify responded by expanding this year’s feature set, adding nearly a dozen new data-driven elements while keeping AI mostly behind the scenes.
Related: Spotify Wrapped 2025 Returns With New Interactive Features
Instead of presenting consumer-facing AI tools, Wrapped 2025 focuses on helping users connect with each other. New social features include comparing “listening age,” identifying your Wrapped group, and the first live multiplayer experience, Wrapped Party, which offers real-time stat comparisons.
Spotify also announced winners across its platform categories this week, including iPhone, iPad, Mac, Vision Pro, Apple TV, Apple Watch, and Apple Arcade, rounding out a major year-end celebration of apps and creativity across the Apple ecosystem.
