Spotify Wrapped 2025 smashes records with over 200 million engaged users
This year’s Spotify Wrapped has been the company’s biggest ever, hitting impressive stats in the first 24 hours.
Spotify has kicked off the end-of-year tradition in style as Wrapped 2025 became the platform’s biggest launch yet. Within the first 24 hours, more than 200 million users had jumped into their personalised stories.
As TechCrunch reports, this was “19% more than last year’s AI-centered flop. Last year, it took Wrapped 62 hours to reach 200 million users, the Music Week notes.” Engaged users are counted as anyone who views at least one story, showing just how keen listeners were to explore this year’s Wrapped.
Sharing also exploded. Wrapped was shared over 500 million times across social media in the first day alone – “41% more than last year,” according to TechCrunch. These shares include in-app posts as well as screenshots that fans are posting on Instagram, X, and TikTok. Spotify highlighted key growth markets including the US, India, Indonesia, Japan, Colombia, and Thailand.
Spotify clearly responded to last year’s criticism of AI-heavy features by focusing on more creative, shareable data. A load of new features were introduced this year, including Listening Age, which estimates the era your musical taste matches, Clubs, which groups listeners into six styles, and Wrapped Party, a real-time multiplayer mode for comparing stats with friends. Wrapped also now provides insights into podcasts and audiobooks for many users.
Music Week shares that Marc Hazan, Spotify’s SVP of marketing and partnerships said, “This year, we pushed to make Wrapped bigger, bolder, and rooted in human creativity and connection. That spirit drove the record numbers we’re celebrating. Spotify is where people proudly express who they are through the music, podcasts, and books they love most, and Wrapped is our annual spotlight on that identity. We are delighted that our users are loving this years’ experience and engaging in record time.”
For independent artists, this surge in engagement offers real opportunities. Wrapped’s social features encourage fans to share their stats, potentially resurfacing older tracks and helping new listeners discover music. Fans digging into top songs, albums, and listening groups can provide useful insights for planning releases or engaging your audience.