Christmas music driving you nuts? Why holiday playlists are everywhere

If it began to sound a lot like Christmas earlier than usual this year, it wasn’t your imagination.

Halloween wasn’t even over before Spotify users began curating songs about mistletoe, snow and presents under the tree.

Holiday playlists created on Spotify in the U.S. jumped 60% in October over last year, the Swedish audio company said. Some Spotify users started crafting holiday playlists as early as summer.

“It’s a combination of wanting to feel good and nostalgia, and these are testing times,” said Talia Kraines, editorial lead for pop at Spotify. “Somehow Christmas music brings comfort and I think that’s a real part of it.”

Indeed, eight of the top 10 songs on Billboard’s Hot 100 chart for the week that ended Saturday were Christmas songs, with the top five being familiar holiday classics, including Mariah Carey’s 1994 hit “All I Want for Christmas Is You,” Brenda Lee’s 1958 recording of “Rockin’ Around the Christmas Tree” and Wham!’s “Last Christmas,” released in 1984.

On-demand streams for holiday music in the U.S. increased 27% to 8.3 billion this year, compared to a year ago, according to L.A.-based data firm Luminate.

The popularity of music streaming has helped to fuel a surge in users seeking out more holiday music, and earlier in the year.

The change has been driven by technology. In the pre-streaming era, consumers would play Christmas music through CDs and, records or catch tunes on the radio during the winter months.

But the rise of Spotify, Apple Music and other streaming services opened the floodgates by offering large libraries of songs on demand.

The new platforms created and marketed holiday playlists, making it easier for consumers to discover seasonal songs and add new ones to their own song collections.

“You used to have a bunch of Christmas albums around and rotate them through as you’re decorating the house or wrapping the presents,” said Dave Bakula, vice president of analytics and data insights at Iconic Artists Group. “The availability of all the music, all the time is such an incredible gift that streaming services have given us.”

For musicians and record labels, holiday music also has taken on growing importance.

Vince Szydlowski, executive vice president of commerce at Universal Music Enterprises, the centralized global catalog division of Universal Music Group, said he starts planning the year’s campaign for holiday music in January.

“For UMG and many of the artists that you associate with holiday music, it will be the most important time of the year, without a doubt,” Szydlowski said. “In some cases, especially with certain legendary artists, it could make or break their year.”

One campaign Universal Music Enterprises worked on was promoting Elton John’s 1973 holiday song “Step into Christmas.” The song was featured in Amazon Prime Video’s holiday movie “Oh. What. Fun,” starring Michelle Pfeiffer.

John posted viral social media videos with the song playing in the background that drew more than 100 million views.

Those efforts helped boost the track’s consumption by 44% this year compared to last year, according to Universal Music Group, citing data from Luminate.

“It’s a very comprehensive campaign in which to continue to boost that track visibility among the holiday perennials,” Szydlowski said.

Many of the popular Christmas songs in the U.S. date back decades, making it challenging for new, original holiday songs to break through.

Mariah Carey’s “All I Want For Christmas Is You” has been the longest-running number one song in Billboard Hot 100 history at 21 weeks, according to Billboard.

The holidays are an important time for older artists like Brenda Lee, whose rendition of “Rockin’ Around the Christmas Tree” remains a winter hit.

In November 2023, Lee’s version of the song topped Billboard’s Hot 100 chart for the first time, 65 years after the song’s debut, making Lee, then 79, the oldest woman to top the Hot 100, according to UMG.

Then there are artists like the late Nat King Cole, known for hits like the holiday classic “The Christmas Song,” and Dean Martin, who died in 1995 and whose rendition of “Let It Snow! Let It Snow! Let It Snow!” is especially popular during winter months.

Nat King Cole in 1963. “The Christmas Song” became one of his enduring hits.

(Capitol Records Archives)

Another source of appeal for Christmas music is that it‘s timeless.

It isn’t really affected by trends and the songs highlight themes like love, hope, joy and family that remind us of our friends, family and past Christmases, said Jimmy Edwards, president of Iconic Artists Group.

“It’s the one music that you can share it together from any age. As Nat would say, from one to 92, right?” Edwards said, referencing a lyric from Cole’s “The Christmas Song.” “Those emotional bonds you have with that music stay with you forever … It promotes the best of us and all the good things. That’s why people love it so much.”

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