Spotify · Go-to-market · Mid · 45 to 60 minutes

Launch Spotify's year end listening recap

Spotify is a digital service where people stream music, podcasts, and other audio on mobile and desktop devices. Answer this product management case and get it graded line by line against a weighted rubric.

Go to market strategy
Behavioral design
Consumer growth
Metrics
Prioritization

The situation

You are a PM on Spotify's consumer team. It is early Q4, and leadership wants a year end listening recap built from each listener's own data, such as top artists, top songs, and total listening time. The company sees a chance to create a high attention moment that reinforces Spotify's value and brings the brand into social conversation without paid promotion. But the team is split on how to launch it. One view is to ship a simple stats page that is fast to build and easy to understand. Another is to make it feel like a special event that people look forward to and choose to share, which would require tighter product, design, and launch coordination. The hard part is that music taste is personal, so the experience has to feel delightful and identity affirming, not creepy, boastful, or trivial. You need to recommend the go to market plan for the release, including who it is for, how people discover it, what makes them complete it, and why they might share it with others.

What to produce

A 2 page go to market brief.

Your answer must

State the primary user, the main business goal, and one secondary goal.
Lay out the launch plan across pre launch, launch day, and after viewing.
Define the core recap elements to emphasize in the initial launch and explain how they drive opens, completion, and voluntary sharing.
Describe the sharing strategy, including what is shareable by default, what stays private, and why a user would post it.
Choose three success metrics and two major risks, with a mitigation for each risk.

Constraints

Use only first party listening data Spotify already collects.
Release timing is fixed to a single year end window, with limited opportunity to iterate after launch.
Do not assume paid media, external partnerships, or major new platform integrations.
Sharing must be optional and user controlled.

Format

Use short headings and bullets. A simple funnel or table for metrics and risks is fine.

How Spotify actually played it

Explains why Spotify Wrapped spreads each year using six principles such as personalization, identity and social sharing. A good case on building a recurring viral moment.

Personal data turned into an identity story gets shared
A yearly ritual builds anticipation

Built from Spotify Wrapped: 6 psychology principles that make it go viral every year by Growth.Design.