With Spotify Wrapped 2025 now released, Professor Richard Whittle, expert in dark patterns and persuasive artificial intelligence (AI) at the University of Salford, shares his insights on how the platform shapes user behaviour:
“Spotify Wrapped isn’t a classic example of deceptive design, but it does borrow some of the same psychological tactics. It nudges user behaviour in ways that benefit the platform. Wrapped uses behavioural science – much like social media platforms use birthday reminders – to keep people engaged and returning to the app.
“It presents a highly curated snapshot of listening data, creating a polished identity that shapes how people see themselves as listeners. Many users even adjust their habits throughout the year to engineer a ‘cooler’ Wrapped next time, which shows how powerful the feature has become.
“Wrapped is also an incredibly effective viral marketing tool that turns millions of users into enthusiastic promoters. And while it can feel fun and validating, there’s often an undercurrent of exposure, judgement, or embarrassment. It raises the question: does Spotify Wrapped reflect our tastes, or does it shape them?”
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