Who actually cares about end-of-year wraps? We asked Gen Z

It’s December, and our feeds have been swamped with Spotify Wrapped, Apple Music Replay, and YouTube Music Recap. While the concept isn’t new—think back to radio stations’ “Top 100 Songs of the Year”—today’s versions have flipped the narrative, putting us, the individual, squarely at the center. These personalized playlists and insights are no longer just snapshots of trends; they’re mirrors of identity. And as Gen Z’s obsession with year-end recaps shows, modern consumer behavior is increasingly driven by the desire for personalization, self-expression, and social validation.

To uncover what’s driving this phenomenon, SIDE ST surveyed 200 UK Gen Zs to dig deeper. 

A cultural badge of identity

 A universal obsession has crept up on us: end-of-year music recaps. An overwhelming 97% of survey respondents expressed their love for such recaps, with 77% eagerly awaiting the results each year and 20% enjoying them without much anticipation. Nostalgia, is a powerful human trait, and these digital recaps serve as a modern twist on the age-old practice of turning memories into meaningful artifacts.  This offers something uniquely satisfying: it transforms passive actions into  stories— a bite-sized statement that says “This was my year in sound.” They become a badge of identity, proof of impeccable (or embarrassing) taste.

But, how much of what we share is genuinely authentic? When it comes to year-end music recaps, 57% of Gen Z respondents admit to influencing their results, consciously or unconsciously. In the age of constant social sharing, even something as personal as music becomes part of our curated self-image, something between a true mirror of our taste to a carefully crafted reflection. 

While our feeds overflow with Wrapped playlists and Replay highlights, it’s worth asking: do people actually care about what others share? The survey responses paint a nuanced picture. Only 31% of participants love seeing what others listen to, while 44% admit they’re interested, but only if it’s someone they’re close to or admire. A significant 24% simply don’t pay much attention.

And what about influencers and celebrities? Despite the hype surrounding their recaps, Gen Z’s interest in them is surprisingly muted. When asked whose year-end music results we’re most curious about, 69% said friends, 21% said family, and a mere 10% chose influencers or celebrities. So although celebrity results gain media attention, as highlighted by Newsweek’s coverage featuring names like Charli XCX and Sophie Turner, they might generate buzz—but the real engagement comes from personal connections. This serves as a reminder that prioritizing community engagement over celebrity endorsements can have a more meaningful impact.

A culture of nostalgia and belonging

Whilst these recaps mirror the need to portray a unique identity on the internet, our research revealed that it may be just that: a personal quest to curate an image. The image of others, particularly that of celebrities and influencers, isn’t of much appeal. It’s like someone explaining a dream they had to you: they’re the only one who’s REALLY interested.

If there are any results that are noteworthy to others, it’s those of our close community, from friends and family. Sharing our top artist for this year, or the song we listened to on repeat, is, on the one hand, a way of saying, “This is who I am,” and on the other,  a reveal of the unconscious motivation to influence the results. It serves as a fascinating look at the psychology behind personalization and social sharing—two forces that are rapidly shaping modern consumer behavior.