'It's bragging without the selfie' – The rise of Spotify Wrapped and its copycats

Spotify Wrapped, a yearly feature revealing users’ top songs and artists, has become a viral trend on social media, prompting other brands like Duolingo and Monzo to create their own personalized “year in review” summaries. Experts believe these end-of-year reviews serve as a way for people to brag without taking selfies, showcasing their accomplishments and interests with evidence-based data. This trend has expanded to include brands like Sainsbury’s and Tesco, with some features being more tongue-in-cheek to increase relatability and shareability. Despite concerns about data privacy, many users are willing to share their leisure activities and habits online, contributing to the popularity of these year-end summaries.

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