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The Conversation
The Conversation
Farhan Mutaqin, PhD Researcher (expected graduation year: 2028), University of Edinburgh

Spotify Wrapped success story unpacked: What are the takeaways?

Around year-end, users eagerly anticipate their Spotify Wrapped to learn about their listening habits over the past year. Wrapped summarises favourite artists, most-played songs, and other highlights. Many users share their Wrapped results on social media to showcase their playlist for the year.

Spotify, a subscription-based audio streaming platform, offers its users access to an extensive library of music, podcasts, and other media content.

Founded in 2006 by Swedish entrepreneurs Daniel Ek and Martin Lorentzon, the Stockholm-based platform has become a global entity with offices in numerous countries. As of mid-2024, Spotify boasts 626 million active users worldwide.

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