2024 wrapped: How brands have jumped on the Spotify bandwagon

In 2020, Spotify saw a 21% increase in app store downloads in the first week of December after its annual marketing campaign, Spotify Wrapped, went viral. Now other brands have set their sights on its popularity and have begun launching their own versions to outline the habits of its customers.

For those not familiar with this phenomenon, Spotify Wrapped summarises the listening patterns of its users at the end of every year, so if you’ve spent 250 minutes listening to Espresso by Sabrina Carpenter, or your Taylor Swift obsession has consumed your ears for yet another year, Spotify will put this information into a shareable and very appealing video, along with a custom playlist of your most listened to songs of that year.

In 2022, Tesco announced it had launched the ‘Clubcard Unpacked’ feature, which revealed to customers their top three most purchased items. The supermarket also used this data to reveal the nation’s favourite meal deal of 2023 (sausage, bacon & egg triple sandwich, McCoy's flame grilled steak crisps and a bottle of Coca-Cola, if you were wondering), which became top stories in The Telegraph, The Daily Mail and The Mirror amongst many.

Online banking app Monzo surprise its users with a detailed of summary of their personal spending habits, disclosing the exact amount they spent on travel, takeaways and more. This caused a hysteria on social media in 2023 as it was revealed to some of its users that they were in the top percentage of spenders in McDonald’s, Wetherspoons and Greggs.

Other brands which have taken the same route include Apple Music with its ‘Replay’ roundup, which started in 2019 and provides very similar stats to Spotify, and Duolingo, who just launched its 2024 ‘Year in Review’, which pinpoints how many minutes its users have spent learning a language, and many mistakes they’ve made in the process.