December 6th, 2022, Lesley Simeon
Spotify dropped its annual Wrapped feature – which summarises last year in music for its users - on 30 November 2022. This year the Swedish music streamer also introduced new features such as categorising listeners into various ‘listening personalities’ based on their streaming habits, a Snapchat integration and a metaverse activation. Spotify first launched Wrapped in 2016.
Has the annual Wrapped launch managed to get consumers talking about Spotify?
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily – Spotify’s Wrapped launch this year has generated more chatter around the brand. The streaming platform’s Buzz metric in the US – which measures whether consumers are hearing more positive or negative things about the brands – grew from a net score of 11 on 30 November 2022 to 16.6 on 3rd December 2022.
Similarly, its Attention metric – which measures whether respondents are hearing positive or negative buzz about the brand – increased from 18% on 30 November to 21% on 3 December. Spotify’s Word of Mouth (WOM) Exposure metric - which asks if consumers have talked about a brand with friends and family in the past two weeks – recorded a score of 19% on 3 December - up from about 13% on 30 November.
In Great Britain, Spotify’s Attention, Buzz and WOM exposure scores dipped slightly a day after the Wrapped launch, before picking up. The brand’s Buzz scores grew from a net score of around 12 on the day of the launch of Wrapped 2022 on 30 November, to around 15 on 4 December. While WOM Exposure increased by nearly 5 percentage points, Attention scores dipped by a little over 2 percentage points.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Spotify’s Buzz score is based on the question: Over the past two weeks, which of the following online service websites have you heard something positive about? Now which of the following have you heard something negative about over the past two weeks? and delivered as a net score between -100 and +100. The Attention score measures whether respondents are hearing positive or negative buzz about the brand and is delivered as a percentage. The WOM Exposure score is based on the question: Which of the following online service websites have you talked about with friends and family in the past two weeks? and delivered as a percentage. Scores are based on an average daily sample size of 268 US adults/177 UK adults between 21 November 2022 and 4 December 2022. Figures are based on a three-day moving average.