For our ninth year of Wrapped, we needed to create an experience that was bigger, better, and bolder than any previous year. We aimed to tell more stories, and in more formats, with a candid realness that would juxtapose a year of fabricated realities. We set our highest benchmarks yet, aiming for record-breaking user engagement and shares, holding ourselves to a standard that would ensure a Wrapped to remember.

The foundation of Wrapped is listening data. It’s what makes Wrapped, Wrapped. Each year we aim to find new ways in – telling you even more about how you listened, and the way you listened. For 2023, in a time of fabricated realities, our focus was to cement Wrapped as the realest thing on the internet – giving listeners around the world a source of truth that they can celebrate and share. To ensure Wrapped was bigger and better than ever, we created our biggest in-app experience yet, including new, realer ways to celebrate our listeners by embedding personalized thank you messages from your top artists, brought together communities with new musical hometowns, and celebrated all sides of your listening habits. (Even the ‘you-listened-to-the-same-song-on-repeat-for-a-week’ side.)

Wrapped is all about celebrating the real moments that defined your year on Spotify. And we didn’t just reveal what artists, songs, albums and podcasts you listened to – we also reflected back the way you listened and gave you more ways to share it with the world. Unfiltered. Perhaps you listen to the same song over and over? Or maybe you had unusually moody and sad songs on repeat? We even let you know what place in the world listened most like you. However you listened, we analyzed the data and gave you the receipts. And that goes for all 574M of our users. So to reflect this year in culture, we set out to blend and blur the offline and online world, encapsulating the cultural experience of what was a chaotic, messy and real 2023.

2024 Wrapped gave all of our 574M listeners a personalized recap of their year in audio, sharing their top artists, songs and podcasts. It also served up genre sandwiches with a range of breads, revealed villainous dark sides with the flip of a card, and brought together communities with new musical hometowns. We even included bespoke messages from artists to their top fans. For design, we threw away the grids and the rules. Inspired by nostalgia and the expressiveness of the early internet, we strayed away from the more traditional language when it comes to visualizing data, towards more playful and retro-feeling animated elements. Design and engineering then partnered closely to create an experience that was new, surprising and authentic. This all resulted in a global digital movement that felt lo-fi, raw and real – and our biggest and best iteration yet.

227.4+ Million users engaged with the 2023 Wrapped experience, which was a 44.2% YoY growth. 50.3+ Million people also shared their listening receipts with the world, which was a 32.9+ YoY growth. Overall Gen Z engagement grew by 60%. All results by far exceeding our goals.

227.4+ Million users engaged with the 2023 Wrapped experience, which was a 44.2% YoY growth. 50.3+ Million people also shared their listening receipts with the world, which was a 32.9+ YoY growth. Overall Gen Z engagement grew by 60%. All results by far exceeding our goals.