To help address this, Spotify this year is now more deeply integrating with various messaging platforms as part of its drive to get Wrapped shared - and tracked - in as many places as possible.

For instance, fans who quickly stream new releases and who are often ahead of trends might find themselves dubbed an ENPC, or an early adopter, while fans who love to stream music from other parts of the world might be labeled an ENLC, or a voyager.ĭespite the many ways to share and interact with Wrapped, Spotify admits it can’t track the full reach of Wrapped as it notices its younger users will often snap a photo of their phone screen for private sharing, rather than - or in addition to - posting their Wrapped to social media. This year, the new addition of note is something Spotify calls your “Listening Personality.”Ĭreated with obvious inspiration from the classic Myers-Brigg personality test and its four-letter codes, the “Listening Personality” feature also introduces a four-letter combination for the user that translates into one of the 16 personality types Spotify has created. Last year, for example, Wrapped included an “Audio Aura,” which showed listeners their top two “moods” based on their listening behavior. In addition, there were nearly 60 million shares of Wrapped stories and cards across social platforms in 2021.Ĭonsumer interest in Wrapped isn’t just about the data itself but also the way that Spotify personalizes the data to its users and presents it in clever ways. In 2017, some 30 million Spotify users accessed Wrapped by last year, that figure had grown to more than 120 million. The Wrapped experience has grown in popularity over the years. The secret to its ongoing success is how it goes beyond simply offering a summary of top songs or artists to also include fun, shareable elements for music and audio fans to explore, post to social media and compare with their friends. Though other music services, including Apple Music and YouTube Music, now put together their own year-end retrospectives, Spotify’s personalized and interactive Wrapped experience for its users, creators and podcasters remains the one to beat.

Spotify Wrapped 2022 has officially arrived.

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