Spotify users too ashamed of their music to share 2021 ‘Wrapped’ playlist

By Victoria McNally via SWNS

Surprised by how many hours of show tunes you listened to this year? 

You’re not alone — seven in 10 Spotify users admitted they’re too “embarrassed” to make their recent Wrapped results public.

According to a recent OnePoll survey, which polled 1,000 self-described Spotify users, 68% said they would feel awkward if they shared their entire Wrapped story for 2021.

On the other hand, less than 20% believed they wouldn’t feel any embarrassment at all, results suggest.

First introduced in 2016, “Spotify Wrapped” is an annual marketing push for the popular music streaming service that presents users with a summary of their listening activity for the past year.

In addition to the typical data on users’ most-played artists, genres, and songs, 2021’s offering also features an “Audio Aura,” wrapped up in an Instagram-friendly aesthetic blend of colors.

At the time of the survey, only one in four respondents had already posted some of their Wrapped stories to their own social media feeds, while another four in 10 were “planning” on sharing more in the near future. 

But not all of it, of course.

Of those polled, listeners with between 40,000 and 50,000 minutes of playtime recorded on the app were the most likely to feel awkward about their streaming habits (75%).

Meanwhile, those with 10,000 minutes or less reported the least amount of embarrassment (55%).

But regardless of what their final playlists say about their listening habits, 83% said they look forward to the "Spotify Wrapped" campaign every year, particularly those with more than 50,000 minutes logged (94%).

The average respondent listened to 26,637 minutes worth of content on Spotify –  although men edged out women slightly with roughly 3,550 more minutes of listening time (28,184 vs. 24,634). 

And while Gen Z listeners (ages 18-24) clocked in over 10,000 more minutes than their eldest counterparts (ages 64+), it was 35 to 44-year-olds who listened the most: 28,653 minutes on average. 

Younger respondents were also more likely to admit that their Wrapped results felt accurate to their experience (94%) — followed, surprisingly, by 85% of baby boomers (ages 55-64).

Overall, eight in 10 agreed that their "Spotify Wrapped" story felt pretty on the nose.

And if you’re worried that your own results don’t feel cool enough to post, there’s always next year — the campaign has already inspired 81% of those polled to expand their musical tastes in 2022.

WHO LISTENS TO SPOTIFY THE MOST?

• 35-44 year olds - 28,653 minutes
• 18-24 year olds - 26,719 minutes
• 45-54 year olds - 26,272 minutes
• 55-64 year olds - 22,693 minutes
• 64+ year olds - 16,667 minutes