• Some Spotify users this year lambasted the music streaming app's popular year-end round-up, Wrapped.
• A former Spotify engineer described what was different about Wrapped this year.
• Despite the negative reception, this year's Wrapped was the biggest the company has seen.

When Spotify dropped its viral year-end musical round-up Wrapped earlier this month, the disappointment online was palpable.

"I'm not usually one to complain but this was one of the most boring Spotify Wrapped recaps I've been a part of and I've been a member since 2017," Business Insider reported a Reddit user said.

"Spotify wrapped flopped this year so bad like where are the music cities, the playlists, the top genres or the listening auras… all that wait for WHAT," a user on X wrote.

Spotify superfan Sydney Brown told The New York Times her annual Wrapped release is "like my Super Bowl," but this year, she felt like her round-up was "a homework project that was turned in late."

While the company said a record number of users checked out their Wrapped this year, an engineer who once worked on the feature said he understands why many online were disappointed.

Glenn McDonald is a former Spotify software engineer who worked on projects including Wrapped for over a decade before being caught in one of several rounds of sweeping layoffs that saw a 25% staff reduction.

This year, Wrapped "didn't give me any context," McDonald told Business Insider.

"It didn't connect me to communities or the world, or put my listening in relationship to anything," he said. "So, for me, it misses the important potential of a streaming service where everybody is listening together and just treats it as if each individual listener is listening by themselves."

The Wrapped 2024 round-up skipped the genre stories and cultural comparisons found in previous editions, instead creating an AI "podcast" of computer-generated voices talking through users' listening stats and briefly describing what emotional "era" their listening habits might suggest.

While some users called it a flop, a Spotify spokesperson told Business Insider it was the biggest year yet for the music streaming app's year-end round-up.

"In the first 12 hours this year's Wrapped was the biggest we've seen, up over 26% compared to day one in 2023," the Spotify spokesperson told BI. And while the company tracks user reactions on social media — both negative and positive — internal engagement statistics showed a record number of individual shares "and the biggest volume we've ever seen across the entire experience."

A missed bet on the cutting-edge

Spotify wanted to embrace the cutting-edge features that AI has made possible, the spokesperson said. Still, it did not intend to diminish the humanistic elements of the Wrapped experience that users love.

In prior years, McDonald was on the team that brought Spotify users Wrapped features, including a Myers-Briggs-style description of the way users listen to music, comparisons of their music tastes to cities around the world, and genre stories that revealed the top types of music users were listening to.

He said those cultural elements weren't a priority this year, and the company leaned too much into "AI that doesn't really add anything to your life."

McDonald, a proponent of artificial intelligence who now works for an AI startup, said Spotify has always treated Wrapped primarily as a marketing exercise meant to go viral as users share their results. While he was at the company, he had to push for more community-focused features, he told BI.

"It's sort of hard to try to infuse humanity into a marketing exercise. It's not easy, and you're not always thanked for it," McDonald said.

He pointed to last year's layoffs as one reason remaining engineers may not have felt motivated to go the extra distance this year: "It doesn't surprise me that maybe anybody the following year looking at what happened last year goes, 'maybe I won't stick my neck out,'" he said.

While Spotify hasn't decided what future editions of Wrapped may include, the spokesperson said its features change each year to give users more of what they want.

• Spotify Wrapped missed the mark this year for many users.
• Some Spotify listeners were frustrated by the recap's aesthetic and missing metrics from years past.
• Some also said Spotify relied too heavily on generative AI in the recap.

Spotify Wrapped came out Wednesday, and some of the platform's users are already eager to put it behind them.

The streaming company's year-end recap gives people insight into their listening habits each year, via stats like their top songs, artists, and minutes spent listening.

This year, however, seemed to miss the mark for many. Listeners took to social media to air their frustrations with what they said was an inaccurate or underwhelming year-in-review that lacked the personality and insightful metrics they appreciated from Spotify's recaps of yesteryear.

"I'm not usually one to complain but this was one of the most boring Spotify Wrapped recaps I've been a part of and I've been a member since 2017," one Reddit user said.

This year's Wrapped did away with some of last year's features. It didn't, for example, reveal listeners' top genres or give them "sound towns," which told you a town with similar music taste as yours.

Instead, this year Spotify introduced features like the Wrapped AI podcast, powered by Google NotebookLM, featuring two AI voicebots discussing your listening habits. There was also Your Music Evolution, which gave highly specific, yet also inscrutable, names like "pink pilates princess strut pop" to describe your musical genres in certain months.

Some users felt particularly disappointed with what they saw given they also had to wait longer for their recaps this year. Spotify Wrapped came out on December 3 this year, a few days later than the November 29 release of last year's recap.

"This is what we waited for? This is so lame and anticlimactic. No top genres, no music aura and all the other cool stuff that was there before," another person said on Reddit.

"It's giving turned in homework late for participation points it feels so lame," one person said on TikTok, writing in the video's text overlay that this year's Wrapped felt "inaccurate" and "disappointing."

One user even said they were moved to cancel their Spotify Premium subscription and switch over to Apple Music, which recently made available on a monthly basis its Wrapped equivalent, Replay.

"Spotify wrapped so bad and full of AI garbage i cancelled my spotify and got apple music," one person said on X.

"Wrapped is an experience that fans look forward to every year, and our approach to the data stories did not change this year," Spotify told BI in a statement.

"We celebrated fan-favorite data stories like Your Top Artist and Top Songs with new insights like longest listening streak and top listening day," the company said. "We're always exploring ways to expand Wrapped and bring new data stories to users across more markets."

Google did not immediately respond to a request for comment about the criticisms around the AI features in Spotify Wrapped this year.

Other users who were disappointed highlighted that Spotify underwent layoffs in the last year.

Spotify cut more than 2,000 total employees across three rounds of layoffs last year. In an earnings call this year, CEO Daniel Ek stood by the December cuts as "the right strategic decision" but said it affected daily operations "more than we anticipated."

Spotify Wrapped debuted in 2016 and quickly became one of the most platform's celebrated features, and for many years was differentiated feature against rival music-streaming platforms.

Spotify Wrapped's popularity and easy ability to share the results to social media boosted its popularity and eventually helped pressure Apple to debut a similar recap feature for Apple Music in 2019, which began as a web-only feature.

Five years later, Apple Music finally made the feature available in the app itself.

Spotify Wrapped arrived on Wednesday, packaged in its usual neon, Instagram-ready glory.

The annual release dominates social-media posts for a day, but beneath the colorful cards (designed to be bespoke but distributed en masse), it's Spotify's brag about the amount of data the company has collected on you, mirrored back in a way that's meant to make surveillance sexy, silly, and shareable.

In recent Decembers, the wrap-ification of our data has spread beyond Spotify. Apple Music, Spotify's main competitor, now has a similar feature called Replay, unveiling this year's version on Tuesday. Starbucks has sent out emails telling people about their favorite beverages and number of store visits, shocking some with exactly how many dozens of Frappuccinos they bought. Duolingo kicked off the Wrapped season earlier this week, showing people how many mistakes they made while trying to learn a new language. The British supermarket chain Tesco has sent Clubcard members a review of what they bought in recent years, called Unpacked. And on Tuesday, Tinder hosted a Year in Swipe party, where it revealed the top trends in online dating the app gleaned from its broad swath of 50 million monthly users, which included people getting specific about what kind of person they're looking for or putting a hand emoji in their bios to indicate they're searching for real connections.

All this is getting weird. The type of lattes we drink and the music we listen to are things we fundamentally know about ourselves. The most common names of men and women on Tinder (Alexes and Daniels dominated among men, Marias and Lauras women) tell us nothing about how to find love. But these year-in-review trends still catch avid attention and, in turn, provide free advertising for companies when they're reshared. About an hour after Spotify unveiled this year's Wrapped, its market cap reached $100 billion for the first time. Spotify did not respond to requests for comment.

"People are so excited about seeing data collected from them and then being shown back to them in a way that feels meaningful and relatable," Taylor Annabell, a researcher with Utrecht University who has studied the Wrapped phenomenon, said. "Wrapped taps into this belief we have that data is meaningful and that we want to see it because it helps us understand ourselves."

Wrapped 2024 included the usual unveiling of top songs and artists, but Spotify has added a "Wrapped AI podcast," which features two voicebot hosts chatting through your listening habits without really saying much about the songs, in particular. There was also a section picking apart how listening styles changed over different months of the year. For me, that meant going from "van life folkie indie" to "mallgoth permanent wave punk," mildly embarrassing phrases that might describe my musical tastes from a distance but tell me little new about myself.

Wrapped content has proven so effective on social media that people are making up new categories themselves, packaging parts of their private lives not captured by apps.

Of course, Spotify can't capture everything about your tastes — maybe you played a vinyl record on repeat or shared a streaming account with someone in your family. ("It's not me who can't stop listening to Chumbawamba. It's my cousin, I swear!") Maybe you opted for a mysterious approach and kept your Tinder bio short and sweet.

But where data is lacking, some have set out to create it themselves. Wrapped content has proved so effective and viral on social media that people have taken to making up new categories, packaged parts of their lives not captured by apps, and turned it over to their followers. Here, at least, these people get to curate their experiences and post them as they wish. Last December and already this week, some people took to TikTok to talk through how many first dates they went on during the course of a year, using cute and colorful slideshows to walk their users through their year of bad dates, situationships, and ghosting. A third-party project called Vantezzen takes TikTok data and generates a Wrapped-like analysis for those who want to know how many minutes they spent doom scrolling.

All this comes as people have largely thrown up their hands and given in to sharing their data with their apps. Companies have "gotten us to move past just accepting that they are spying on us to celebrating it," said Evan Greer, the director of the digital-rights advocacy group Fight for the Future and a vocal opponent of Spotify who released an album called "Spotify Is Surveillance" in 2021. "That's the shift we're seeing with this explosion of these types of year-end Wrapped viral gimmicks," Greer added. "They're actually about hypernormalizing the fact that the online services that we use know so very much about us."

Tinder's year in review looked at data from profiles in the US and globally and its own survey results, determining the most popular love languages and zodiac signs, the fastest-growing words mentioned in bios (freak, pickleball, and finance all soared this year), and how people like to communicate (ironically, "better in person" won out over the messaging app). It also created an interactive vision-board feature for people to set intentions for their 2025 dating plans. The company's in-person Year in Swipe party was held in a moody Manhattan bar, where attendees could make charm bracelets or have a tarot-card reading, and each sported a button designed to correspond with their dating vibe, like a black cat or delusional. Tinder did not respond to a request for comment about whether people could opt out of being used in the aggregate data.

But Spotify, in particular, wants to tell its users more about themselves throughout the year. In September 2023, the company began making "daylists," or curated playlists released multiple times throughout the day. While they don't come with the sharable, flashy cards to post on Instagram, they're given catchy names that hint at something about you, changing several times a day. Just this week, Spotify has dubbed me a "Laurel Canyon hippie" and crafted a vibe for a "yearning poetry Tuesday afternoon."

The daylists feel like Spotify's attempt to take the Wrapped success "to the next level," said Nina Vindum Rasmussen, a fellow at the London School of Economics and Political Science who worked on the Spotify research with Annabell. It's "data fiction that accompanies people throughout the day," she said, adding: "What does it mean for them to have this mirror constantly shoved in their face?"

Most of us have gotten comfortable with — or at least resigned to — the fact that Big Tech is watching our every move. Wrapped season is a shiny reminder of all we've done, seemingly in private, on our phones. But don't count on your friends to stop sharing their elite spot as a 0.05% top listener of Taylor Swift anytime soon.

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Amanda Hoover is a senior correspondent at Business Insider covering the tech industry. She writes about the biggest tech companies and trends.

• Spotify's year-end feature has something new: an AI-generated "podcast" about your Wrapped.
• It uses Google's NotebookLM technology.
• It's neat? But WEIRD!! Very weird!!! No thank you!

One of the indignities inflicted on parents of young children is Spotify Wrapped. Each December, thousands of adults open up their year-end treat to discover the sad fact that they listened to "Baby Shark" more times than anything else.

As a parent, this has been my fate for the last few years. (My Spotify account is connected to our Amazon Echo, which means that in some years, my kids' requests for songs about potty words have ended up on my Wrapped.)

I take very little pleasure in Spotify Wrapped, although I know it's a massively popular thing that many people —presumably those who don't listen to Raffi on repeat — really look forward to.

However, this year, there's a new feature. And I struggle to imagine how anyone won't feel mildly weirded out by it: Spotify uses Google's new NotebookLM AI-powered feature to create an individualized AI-generated podcast with two talking heads discussing your listening habits in a conversational, podcast-y tone. Yikes!

I received a 3-minute podcast with a man and woman chatting about how impressive it was that I had listened to "Cruel Summer" by Taylor Swift — my 4-year-old's current favorite tune, narrowly edging out "Let It Go" this year — so many times that I was in the Top 0.02% of listeners. (I should note here that the podcast said I was in the Top 0.02%, while the main Wrapped said it was 0.05%. Possibly the podcast version hallucinated?)

I can understand why people like sharing screenshots from their Wrapped. It's normal to want to share what music you like — and what those lists say about you and your personality.

But listening to an AI podcast about it? Voiced by robots? I'm not sure anyone wants that.

Google's NotebookLM is a fascinating product — I've played around with it a little, and it is very cool, if not uncanny. You can add in text or a PDF or other kinds of data, and it will create a conversational podcast episode with two hosts — "likes" and "ums" and all.

It's got that factor about GenAI that makes you go "whoa," like trying ChatGPT for the first time to have it write a poem.

It's got the dog-walking-on-its-hind-legs element: It's impressive because the dog can do it at all, not because it's doing it particularly well. The idea that AI could generate a chatty podcast that sounds almost real is, admittedly, mindblowing. But would you want to actually listen to it? I'm not really so sure.

I've wondered what this would be used for — I assume some people find listening to something makes it easier to engage with than simply reading it. You could take the Wikipedia page for "The War of 1812," plug it into AI, and generate an engaging history podcast instead of slogging through dry text.

And in a business setting, perhaps a busy exec could upload an accounting report and listen to it while on the putting green instead of reading a stale PDF. (I tried uploading my tax return and created what may be the most boring podcast in human history.)

But NotebookLM is a pretty niche product so far — and Spotify Wrapped is a massively popular feature on a massively popular app. It's likely that this will be many people's first exposure to NotebookLM's abilities.

I imagine it will be mindblowing for many people! But I urge restraint and moderation. Although seeing a screenshot of your friends' top artists might be fun, no one wants to hear a podcast about it.

After weeks of anticipation, some Spotify users are left underwhelmed by the streamer’s personalized year-in-review feature, Spotify Wrapped — with many even going so far as to call it “boring” or a “flop.” Chief among the complaints are that Spotify prioritized the inclusion of an AI podcast for Wrapped over the other, clever and creative […]

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To mark the 10th year of Spotify Wrapped, the streaming giant is celebrating the unique and surprising ways artists and creators have shaped fans' lives around the world. On Wednesday (Dec. 4), Spotify launched its global "2024 Wrapped" campaign, which over the past decade has become the platform's biggest marketing moment of the year and...

Spotify Wrapped, the streamer’s highly anticipated annual listening recap, has arrived. In addition to its usual personalized summary detailing your favorite artists, songs, podcasts, and more, the company this year is introducing two new features, including most notably, an AI-powered podcast of your 2024 Wrapped created with Google’s AI summarization tool, NotebookLM. Spotify is also […]

© 2024 TechCrunch. All rights reserved. For personal use only.

Spotify’s annual Wrapped feature just dropped, giving listeners a fun, personalized summary of their listening habits, and it has gained immense popularity over the years. As a result, many companies have seized the opportunity to create similar year-in-review experiences, offering users a recap of their habits, preferences, or interactions from the past year. Here are […]

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