Spotify Wrapped will track data beyond October 31st

Topline

Spotify confirmed that the data tracking period for its highly anticipated Spotify Wrapped annual review packages will extend beyond October 31, but did not specify the date once considered the last day of data collection when tracking will end.

Spotify typically releases Spotify Wrapped in late November or early December. (Photo by … (+) Dilara Irem Sancar/Anadolu via Getty Images)

Anadolu via Getty Images

Important facts

Spotify announced its upcoming Wrapped package in a Halloween post on X, confirming that data collection will continue until an unspecified date.

The Spotify Wrapped Packs, custom graphics that tell a Spotify user the five most streamed songs and artists in a calendar year, were used to stop data collection on October 31, USA Today reported in 2022.

Spotify told users in an in-app pop-up message last week that “2024 is almost over” and urged users to update the app so they can access their packaged packages upon arrival.

When will Spotify Wrapped 2024 be released?

Although no release date has been announced, Spotify Wrapped typically releases in late November or early December. Spotify released its Wrapped packs on November 29th last year, a day earlier than the previous year when the packs were released on November 30th. Users typically get access to Spotify Wrapped via an in-app popup and the package is formatted as a slideshow with Instagram Story-ready graphics. Users also have access to playlists with their 100 best songs of the year.

tangent

Social media users have often joked that they're waiting until Spotify stops collecting their data so they can safely listen to music they'd be embarrassed if it ended up in their Spotify Wrapped. More than 200,000 users liked an “Cheat Months” where users can listen to safely access holiday music and share tunes without fear of them showing up on Spotify Wrapped.

Important background

Spotify launched its Wrapped marketing campaign in 2016 and began providing Instagram Story shareable graphics to users in 2019 as part of its Wrapped packages. The Wrapped campaign was a major marketing success for the streaming platform: According to Spotify, more than 156 million users accessed their Wrapped package in 2022, up from 120 million the year before. Social media analytics firm SproutSocial found that 400 million posts were made on Spotify Wrapped on Spotify typically introduces new features for the Wrapped campaign every year. In last year's edition, each user was assigned a “sound city,” a city that matches their musical tastes, leading to viral jokes on social media that Burlington, Vermont and Cambridge, Massachusetts, may be home to large communities of queer artists and performers LGBTQ listeners. In 2022, listeners were assigned listener personality types using the Meyers-Briggs personality test.