In a significant cultural shift, Generation Z (born between 1997 and 2012) is slowing their adoption of streaming in favor of more authentic connections with music. According to MIDiA Research, this group combines viral music discovery on TikTok or YouTube with the purchase of physical formats: vinyl, CDs, and cassettes offer a multifaceted experience that streaming can’t replicate. A report by Vinyl Alliance reveals that 76% of young fans regularly buy records, and 80% own a turntable. Many see this as a healthy disconnect from the digital world, a means of mental health, and physical community.
Although Spotify and Apple Music continue to dominate global penetration, the resurgence of the physical format is perceived as an emotional and aesthetic complement to digital consumption. In the US, for example, more than 430,000 cassettes were sold last year, many driven by current releases from artists such as Taylor Swift, Kacey Musgraves, and Olivia Rodrigo. Similarly, CDs are experiencing a similar boom: perceived as affordable collectibles and personal expressions, their sales have risen after years of decline, although their share of total music revenue remains modest.