Spotify

Wrapped
Anna Aardal,
Kate Lawrence,
Ray Rolfe
1 April 23, 2006, the music streaming service Spotify was created,
changing the way people listened to music.

2 The service offers both free and paid

(premium) versions.

2015, the service started testing a new end-of-the-year

3
feature to get users to interact more with the platform.

2016, Spotify officially launched Spotify Wrapped as

4 a way to make themselves stand alone from their
competitors.

5 Spotify Wrapped tracks your listening data

BACK
GROUND
from January to October for Wrapped
results.
Strength
● Strong worldwide user
base
● Partnerships with record
label distributors and
artists
● Options for independent
artists to upload their own
music without a label
● The first music streaming
service to offer
personalized playlists to
users
Opportunity
● Shift from physical music
sales (CD’s, vinyls, etc.) to
streaming services
● International consumer
market growth
Weakness
● Region restrictions
● You can only stream
music if you have an
internet connection
SWOT
our Spotify SWOT
analysis
Threat
● Questions of privacy and
user data tracking
● Rapid technological
changes
● Piracy
● Other music streaming
services are competitors
● Amazon music is included
with Amazon Prime
membership
 RESEARCH

By looking at the amount of users

that Spotify has before and after
Wrapped is released for the year,
practitioners believe that this
campaign is a successful one. They
also believe this because of how
Wrapped allows users to share their
results and create engagement.
“Creating personalized content that
your audience wants to share is a
winning strategy”(Sprout Social).
 Who are the target
audiences?
Primary: Spotify users

Secondary: Non-Spotify users/ users of other music

platforms
 Spotify Wrapped

What are the “Goal” or “Objectives”?

● One of the goals is getting users to promote Spotify by sharing the
results of their spotify wrapped on social media platforms, making this
an awareness goal.
● Wrapped can also influence current free-Spotify users to switch to a
premium plan in order to get more accurate results on their Wrapped
Results.
 2022
Life Update
 Key Messages
● No matter how your year was, or what you were
doing, Spotify was there.
● Each person’s listening is different and unique.
 Strategies
One of the strategies is Spotify using social
media. The user’s Wrapped results are
designed to be easily shared via “stories” on
SnapChat or Instagram.
 Spotify Wrapped

Tactics and Channels

Spotify sends out in-app notifications to subscribers when their Wrapped is ready
to be viewed.

In certain cities, Spotify has billboard advertisements about Wrapped.

 Spotify Wrapped

Evaluation
● Since the launch of Wrapped in 2016, the number of Spotify
users has increased more rapidly than competing music
streaming services
○ Between 2016 and 2022, Spotify gained 152 million users
○ Apple Music gained 68 million users
○ Amazon Music gained 66 million users
○ Youtube Music gained 77 million users

● Each service has increased in this time due to the market

demand, but Spotify remains the leading service provider.
 Spotify Wrapped

Discussion Questions
- Do you use Spotify? If so, who do you think will be your top artist on Wrapped
this year?
- If you do not use Spotify, have you thought about switching because of
Wrapped?
- Have you seen other people share their Spotify Wrapped results on social
media?
 References

https://bootcamp.uxdesign.cc/social-data-driven-features-a-case-study-on-the-fictional-pathfinder-app-49414ddb8d2c

https://uxdesign.cc/the-secret-recipe-behind-spotifys-success-f78f8eda68ee

https://www.businessofapps.com/data/music-streaming-market/

https://sproutsocial.com/insights/spotify-wrapped/