Spotify claims a 626 million-strong global user base which is backed up by the fevered social media response to its annual Wrapped summary, in which users are congratulated on how many hundreds or thousands of hours they have listened to one artist or genre.
Spotify’s most streamed song of 2024 globally has been revealed as Birds of a Feather by Billie Eilish but in early December many people in the UK were visiting the music app to find out their own top songs and artists.
We looked at UKOM approved Ipsos iris data to see how many people in the UK visited the app around the Wrapped launch.
It shows that on 4 December – the day the 2024 edition of Spotify Wrapped launched - the app audience was more than 2.3m higher than the day before. The audience grew by 25% from 9m to over 11.3m between 3 and 4 December with Wrapped also providing Spotify with its biggest daily audience of the month – ahead of Christmas Day and New Years Eve. Average time spent using the Spotify app on December 4 was also 40% higher than the day before.
Wrapped has become one of the few mass cultural moments across the internet age, with many users sharing their own individual top listen lists and showing off what they have been listening to.
