Spotify Wrapped 2025 is already blowing past last year’s numbers

• Spotify Wrapped engaged 200 million users in roughly the first 24 hours, a 19% increase year-over-year, the company said.
• It took 62 hours to hit the same 200 million user metric in 2024.
• The annual Wrapped recap drives Spotify's active user and subscriber growth, CEO Daniel Ek has said.

The numbers are in, and Spotify Wrapped is a smash success this year.

Within about 24 hours of the yearly run-down's launch, Spotify has already seen a broad uptick in engagement. Wrapped 2025 over 200 million engaged users, the company said, a 19% increase year-over-year.

In 2024, it took 62 hours to hit that same 200 million mark.

Wrapped is built to be shared, both in the group chats and on social media. Sharing across screenshots, downloads, and in-app features, hit 500 million in about 24 hours. That's a 41% increase year-over-year.

"This year, we pushed to make Wrapped bigger, bolder, and rooted in human creativity and connection," Marc Hazan, Spotify's senior vice president of marketing and partnerships, wrote in a statement. "We are delighted that our users are loving this year's experience and engaging in record time."

Wrapped is a crucial for Spotify's growth — and has been known to inspire envy among subscribers to rival services like Apple Music. On the company's fourth-quarter earnings call, CEO Daniel Ek said that Wrapped was a "huge driver behind our MAU and subscriber growth," and that it consistently boosted Q4 performance.

In 2024, Wrapped ultimately engaged 245 million users, per Spotify co-president Alex Norström. The 2025 edition is now within spitting distance of that goal — and only a day in.

The company spends more than a year preparing for Spotify Wrapped, a process which you can read about here.