Spotify Wrapped 2025 has become its biggest launch in history.
The personalised end-of-year listening experience launched yesterday and reached more than two hundred million engaged users within its first twenty-four hours.
That figure represents a nineteen per cent year-on-year increase and makes this the fastest Wrapped launch since the feature began.
For comparison, last year’s Wrapped reached the same two hundred million engagement milestone after sixty-two hours.
Spotify defines engaged users as those who have viewed at least one story within the Wrapped experience, showing not just reach but active participation.
Sharing has also surged at record levels. Within the same early period, more than five hundred million shares were recorded, including native in-app shares, screenshots, and downloads.
That figure marks a forty-one per cent increase on last year and underlines Wrapped’s continued dominance as a social media moment as well as a music discovery tool.
Although engagement is strong worldwide, Spotify says key growth markets driving this year’s performance include India, Indonesia, Japan, Colombia, Thailand, and the United States.
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 year’s experience and engaging in record time.”
Spotify has added almost a dozen new and updated features to the 2025 edition, to deepen how users interact with their data.
Listening Age estimates which musical era best matches a user’s taste, while Clubs sorts listeners into one of six groups based on their overall style. Wrapped Party introduces a social, competitive game element that allows friends to compare and challenge one another directly inside the experience.
This year’s Wrapped also places a stronger focus on spoken word. For the first time, many users are receiving detailed insights into their podcast and audiobook habits alongside their music listening, reflecting Spotify’s continued push beyond songs into broader audio consumption.
The rapid engagement suggests that Wrapped remains one of Spotify’s most powerful brand and community tools, turning personal listening data into a shared global event in a way few digital features have managed to sustain year after year.
