Abstract
This case study analyzes the evolution of Spotify Wrapped from a basic annual summary into a powerful cultural phenomenon and marketing tool. It examines Spotify’s growth to over 602 million users and its competitive response to copycat recap features from Apple, YouTube, and others. Using milestones, SWOT, and Porter’s Five Forces, the study evaluates Spotify’s strategic dilemma: defend Wrapped’s cultural dominance or innovate further. Ultimately, it argues for a hybrid approach—blending brand amplification with targeted innovation—to sustain Spotify Wrapped’s market and cultural advantage.
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