Data Visualisation Series: Spotify Wrapped

Spotify Wrapped season is here. It’s the holy grail of data visualisation and has quickly become a cultural marker in the digital Christmas calendar.

Today, I’m exploring what makes Spotify Wrapped so powerful—and what it can teach us about creating better everyday data experiences for those around us who are cough less-data-inclined. You know, like your boss, who insists on sending an email to your entire database (and their mother), despite all marketing intelligence suggesting otherwise. Because let’s face it: flat, mistargeted, disappointing, or unremarkable data points are… easier to dismiss. And we want our data to be influential.

If you live under a rock, Spotify Wrapped is, simply put, ‘your year in audio’. It’s a compilation of your Spotify listening habits from the past year. It’s one of those genius, brilliantly simple ideas that everybody—from your bank to your rail ticket provider—wants to emulate. This year, even Asana wants to remind me of the 2,643 tasks I completed and the depressing number of Sunday afternoons I spent ticking them off.

The problem with these copycats? They’re about as personal as slapping a first name in the subject line. There’s no storytelling, no joy. Sure, you could argue that Spotify is an entertainment company, so naturally, the data they serve up is more fun than, say, your bank reminding you of the eye-watering amount you spent on coffee this year. But let’s be honest—most of us have pretty mediocre taste in music. Sabrina Carpenter’s Espresso made my top five, and every artist in my top five is a white woman under 30. It’s not a brag-worthy highlight reel. Did that stop me from being part of the conversation or enjoying the moment? No. Does my New-Year-New-Me plan include making my 2025 Spotify Wrapped playlist less embarrassing? Perhaps.

And that’s the magic of Spotify Wrapped—it’s not about perfection, it’s about connection. By turning raw data into an excellently packaged story that feels personal, fun, and shareable, Spotify makes us care about the numbers, even when they’re a little embarrassing. It’s a reminder that when data is presented in the right way—with a focus on storytelling and joy—it has the power to captivate, inspire, and bring people together. The question is: how can we bring that same magic to the everyday data we work with?

1. Make Data Personal and Impactful

It’s all about you. By presenting your listening habits in a way that feels personal and reflective, Spotify makes users feel seen. It’s not just data—it’s your story.
Out: Data that feels generic or disconnected from real impact.
In: Insights that are tailored to the audience, creating a personal sense of achievement.

2. Focus on Wins, Not Just Gaps

Spotify Wrapped celebrates your year—good, bad, or embarrassing. Even if your top song is Sabrina Carpenter’s Espresso (on repeat), it highlights what’s worth celebrating while keeping the tone light. It’s a masterclass in acknowledging the full picture without letting the negatives dominate.

Out: Focusing solely on gaps or failures, leaving people feeling demotivated.
In: Balancing celebration of achievements with constructive insights on areas for improvement.

3. Deliver Bite-Sized, Actionable Insights

Spotify Wrapped turns complex listening data into digestible, memorable highlights. Nobody wants an endless spreadsheet—they want the fun fact that they streamed their favourite song 342 times.
Out: Overwhelming reports filled with unnecessary details.
In: Compact insights that are easy to understand and tied to specific actions.

4. Use Storytelling to Inspire

Wrapped thrives because it transforms raw numbers into stories—your favourite artist was your “most played,” and you’re in their top 1% of fans. It’s data with heart.
Out: Static comparisons that lack emotional resonance.
In: Turning numbers into narratives that resonate and motivate.

5. Highlight Data That Drives Collaboration

Wrapped isn’t just personal—it’s social. It gets people talking and comparing playlists, making the data feel like a shared experience.
Out: Metrics that don’t acknowledge teamwork or shared goals.
In: Collaborative data that shows how individual and team contributions align.

6. Make Data Easy to Act On

Wrapped doesn’t just present data—it nudges you to explore new genres, revisit favourite artists, or define your vibe for the next year. It’s data with purpose.
Out: Insights that lack direction or actionable advice.
In: Guidance that helps users turn insights into meaningful decisions.