Its release in early December each year, generally accompanied by billboards and television advertisements, has historically correlated with a boost to Spotify's app store ranking.

Spotify Wrapped is shared widely on social media each year, and has led millions of people to promote Spotify on their social media accounts. While Spotify Wrapped is commonly referred to as an annual collection of data, only activity from between January 1 and October 31 of a given year is included.

In addition to individualized data, Spotify Wrapped also includes information about activity on the Spotify platform as a whole. Producers of content on the platform also have access to a version of Spotify Wrapped, which includes the number of times their content has been streamed that year.

Spotify Wrapped has historically included the five musicians a user has listened to most often, the songs to which they have listened most, and their favorite music genres. Released annually in early December since 2016, the campaign allows Spotify users to view a compilation of data about their activity on the platform over the past year and invites them to share it on social media. Spotify Wrapped is a viral marketing campaign by Spotify.

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