With Spotify’s annual Wrapped promotion very imminent, three other streaming services launched their end-of-year recap features for listeners yesterday: Apple Music, YouTube Music and Deezer.
Apple Music has revamped its ‘Replay’ feature, showing people their top songs, albums, artists and genres, as well as whether they’re one of the top 100 listeners for any artists or genres.
Unlike Wrapped, Apple Music’s recap is not a static summary of the first 10 months of the year: people’s Replays will evolve to include their listening up until the end of the year (good news for Carey, Bublé, etc) and then into 2023.
Replay’s relaunch was accompanied by Apple’s year-end charts. The Kid Laroi and Justin Bieber’s ‘Stay’ was Apple Music’s most-streamed song and Bad Bunny’s ‘Un Verano Sin Ti’ the most-streamed album, with Apple noting continued growth for non-English-language tracks in its top charts.
Onto YouTube Music, whose 2022 recap is literally called ‘2022 Recap’, delivered as a personalised page for each listener within the YouTube Music app. The essentials (top songs, artists, videos etc) are there, but this year Recap will also appear in the main YouTube app.
YouTube has also put some effort into extra personalisation this year. Recap will show people which artists they discovered before most other users; give them a ‘music personality’ assessment based on their habits; and surfacing “unique-to-YouTube” content they’ve enjoyed in 2022 – think remixes and live performances.
Not to be left out, Deezer launched its ‘MyDeezerYear’ review yesterday too, with top tracks and artists, as well as data-diving features to show people their ‘expert-level genre’ and which friends their tastes most correspond with. It follows the release of Deezer’s end-of-year charts last week.
Everything above, naturally, is designed to be shareable on social media, which is why an increasing number of the insights being shared with listeners are calculated to be boastworthy. That said, the window of opportunity before being swamped by Spotify Wrapped posts (from listeners and artists alike) is very small this year.
One last point. The growth in profile for streaming services’ end-of-year recaps certainly makes for a different Q4 for the music industry. December is increasingly the month of near-term nostalgia for listeners: nudged by their recaps to listen even more to their favourites from the previous 11 months.
That plus Christmas music, of course. Good luck to anyone outside the biggest tier of stars trying to get any momentum for new releases in the final month of the year, if they’re not festooned with jingly bells, festive lyrics and/or a canny Hallmark Christmas movie sync placement…
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