The numbers are in for Spotify Wrapped: After the streaming music app dropped its popular year-in-review recap for 2025, the company said the campaign has already seen a huge increase in user engagement, hitting 200 million users just 24 hours after its release, a 19% increase year over year (YOY).
Compare that with last year, when it took 62 hours to hit that same number.
Why the uptick in user engagement?
One reason could be because the platform is growing. A look at the numbers shows Spotify’s monthly active users grew 11% YOY, to 713 million, in Q3 of 2025, according to the company’s third-quarter earnings report.
Spotify Wrapped is for sharing
Sharing is caring, and this year’s Spotify Wrapped sharing features seem to be working.
According to the company, 500 million users shared their stories all over social media in the first 24 hours, an overall increase of 41% YOY from 2024. (I was, of course, one of them.) Those shares included screenshots of different features, such as top songs (for me, it was “Promises, Promises”), top artist (“The Psychedelic Furs”), top albums (“The Life of a Showgirl”), top genres (“New Wave”), and listening minutes (“11,721”).
While the numbers increased across the board globally, Colombia, India, Indonesia, Japan, Thailand, and the U.S. saw the most growth.
“This year, we pushed to make Wrapped bigger, bolder, and rooted in human creativity and connection,” said Marc Hazan, senior vice president of marketing and partnerships at Spotify. “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.”
Age is just a number
One complaint, albeit a funny one, is that Spotify Wrapped’s “listening age” feature, which predicts your age based on your listening data, is making people older than they are.
On Bluesky, people are posting screenshots of their Spotify “age”—which, for some millennials and Gen Xers, is hitting upwards of 82. (At 61, it looks like I am in good company!)
