# Spotify Wrapped 2023

> Spotify reported over 225 million users engaging with its year-end listening recap.

- Owner: Spotify
- Kind: Campaign
- Sector: Entertainment
- Seed date: 2023-11-29
- Peak date: Week of Nov 29, 2023
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 36 (Niche), v1.2
- Mechanics: Shareable output, Identity badge, Response chain, Platform jump, Press loop

## Summary

Spotify launched personalized Wrapped cards and Sound Town matches. Users made city memes, officials welcomed listeners, and brands copied the cards. Spotify later reported more than 225 million users engaging with Wrapped content in Q4.

## Timeline

- Nov 2023 — Spotify (Retail) — Spotify hid Taylor Swift clues in billboards before revealing its global top artist.
- 2023-11-29 — Spotify (X) — Spotify posted its launch video as the personalized Wrapped experience went live.
- 2023-11-29 — Variety (Press) — Variety led with Taylor Swift replacing Bad Bunny as Spotify’s most-streamed artist.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/spotify-wrapped-2023

Cite as: How It Spread (2026). “Spotify Wrapped 2023.” Case HIS-00654. Spread Score v1.2: 36/100. Updated 2026-10-14. https://howitspread.com/id/HIS-00654