Music has always been part of our lives. It’s there when we celebrate, when we need comfort, or when we just want to escape for a moment. But although our love for music hasn’t changed, the way we listen to it definitely has. Today, music travels with us in our pockets, on streaming apps, playing from phones or smart speakers.
Streaming platforms rule the industry now, making it easier than ever to explore new artists or revisit old favourites with just a tap. And yet, something unexpected is happening. Vinyl records and even CDs, once thought to be relics of the past, are making a comeback. According to The Times, younger generations are leading this revival. They’re looking for something they can hold, collect, and truly connect with. For them, playing a record isn’t just about listening, it’s an experience.
The revival of physicality
In an era where digital dominates, it’s hard to believe that physical formats could come back into trend. But the question arises: what makes people reconnect with these formats, when the physical ones seem to offer everything they need?
This shift isn’t just a passing trend. It’s a sign that people are searching for something deeper, a sense of nostalgia, or maybe a break from the screen-dominated world we live in. And it’s not just about the music itself, but how it makes us feel.
To get a clearer perspective on the impact music has on how we feel, we can look at the global report by the International Federation of the Phonographic Industry. According to this report, people are spending more time than ever listening to music: over 20 hours a week on average, and many say it helps them relax, cope with stress, or simply feel better.
But this return of physical formats doesn’t depend only on listeners. Many contemporary artists choose to promote their new albums by releasing them in the form of CDs or vinyl records. Recently, Vlad Flueraru, an urban artist and producer from Bucharest, released a new album and chose to also put out CD versions. During an interview, we asked him what he believes makes people buy physical formats: nostalgia, something more authentic or a counter reaction to digitalization, and this is what he told us:
“It think it’s all three, honestly. There’s definitely a nostalgic element, I grew up with CDs. Artistically, I think a physical format gives the album a more complete identity. It makes the album feel more real. There’s a sense of legacy to it, like it exists in the world in a way that streaming alone doesn’t offer, you can literally “carry” it with you. The CD buyers tend to be more invested. They care deeply about the music, follow the lyrics, the concept, the artwork. I’ve noticed that in my previous work. Out of all the songs and albums I’ve produced, the ones following a story or concept tend to sell better, especially when creating a whole universe around it. I’m glad I get to do the work I do, turning my passion into something material, that’s a privilege not many have, and I’m grateful for the listeners that appreciate it as a whole. It wouldn’t be possible without them.”
Vlad Flueraru – artist, producer, songwriter – Bucharest
We were curious if record shops noticed a change in behaviour with their costumers. Are their clients getting younger, how do they interact with music and what drives them to older formats?
Even though everything’s digital now, more and more people, especially younger ones, are getting into vinyl. I think it’s because it feels real. There’s something nice about actually holding the music in your hands, flipping through records, dropping the needle. It slows you down a bit, in a good way. It’s not just about sound quality, it’s the whole vibe: the cover art, the crackle, the ritual. It just hits different than clicking play on your phone.
Daniel Piper – Owner of Dusty Sounds – Record Shop – Cluj-Napoca
“Some come in looking for specific albums or artists, they are the collectors and curators that are keeping physical music alive, they are the ones spreading this passion and educating others on the art of vinyls and artistry. But a big part of our customers just want to explore, they love browsing through the crates, discovering hidden gems, spending hours just aimlessly picking each record up and reading about it. Many of our younger customers, even teenagers, are buying vinyls or cassettes. They seem to crave comfort and community. They always come in groups and try to educate each other on their favourites artists. We witnessed a lot of new friendships being tied in our store. I think it’s more about human connection and shared passion, you can’t find that while pressing play on a screen.”
Iulia – Store Manager Bazar de muzică – Bucharest
Money makes the world go round, the vinyl spin, the speaker loud…
Last year, global music revenue reached its highest point in the past 15 years: $29 billion with a remarkable $18 billion coming from the US alone. But before we dive into the numbers, let’s pause for a moment and picture this: in a world where music travels from server to cloud to headphones, more and more people are literally hitting “rewind.” And since it’s always a party in the USA (pun intended), let’s take a closer look at the US music industry’s mid-2024 revenue breakdown, because it reads like a declaration of war from the physical world against the digital one. Older formats, once thought to be history, are now staging an unexpected comeback, stronger than ever.
Looking at the Mid-Year 2024 US Recorded Music Revenue chart (Dataset 1) we can see a shift in preferences. While digital formats still lead the way, vinyl records saw the biggest increase in revenue (17% more than the year before).
While streaming still holds the throne with steady growth, physical media, especially vinyl, has grown exponentially. LPs and EPs sales are up 17%, and the “Other Physical” category has exploded by over 66%. Compare that to the bleak performance of digital downloads. The ITunes era is being replaced by vinyl grooves and the message is clear: fans aren’t just listening, they’re collecting, curating, and reconnecting with music in three dimensions with a yearning for permanence, ownership, and a complete listening experience that algorithms alone can’t provide.
“I collect vinyls, but I don’t play them, they just look good on my wall. My actual music lives on Spotify and YouTube Premium.”
Alexandru Bătrân- student- Cluj-Napoca
CDs spin fast, the internet spins faster
According to the prior, the revival isn’t led by the actual listening, but rather ulterior motives that some faraway server or cloud drive can’t grasp. What about streaming, how do consumers relate to it in this era of nostalgia and throwbacks?
As per Eurostat 2024, across Europe, younger generations, particularly those between the ages of 16 and 34 are the primary drivers of digital music consumption, with over 80% using the internet to stream or download music. In contrast, only around 40% of individuals aged 55 and above report streaming music online (Dataset 2). Older generations haven’t abandoned music, but their habits are a bit more traditional, most preferring radio or music channels on television, rather than learning the ways of the internet.
So, what’s going on? Even as streaming dominates, at least physical formats are finding new life in homes, hearts, and Instagram feeds.
Music is a privilege for the rich
How does the digital recession and the rise of physical media translate into live performances and how the artist interact with their fans? Despite the widespread use of digital services, more and more people are attending cultural events and live performances. Technologically and economically advanced countries tend to show higher levels of cultural participation. In places where the risk of poverty or social exclusion is low, more people go to concerts and live events; where that risk is high, participation tends to drop.
According to Eurostat data from 2022, Romania and Bulgaria had the highest risk of poverty or social exclusion in the EU. At the other end of the spectrum, Slovenia and the Czech Republic had the lowest. Starting from this contrast, we looked at how many people went to at least one live event in 2006, 2015, and 2022 (Dataset 3). The story that emerged is telling.
In Bulgaria, for example, participation in live events started at 16% in 2006, went up slightly to 19% in 2015, but then dropped sharply to 11% in 2022. It’s a decline that may say more than just numbers and it may reflect how culture becomes less accessible when daily life gets harder.
In contrast, countries like Czechia and Slovenia show a different pattern. Their numbers rose significantly between 2006 and 2015. Even though there was a dip by 2022, participation still remained high compared to countries with greater economic struggles.
“I try to go to at least one concert or festival every year. Lately, it’s been more about the atmosphere than the music — the artists I like don’t tour Romania, and traveling abroad is too expensive. Local shows are often in tiny venues that sell out fast, so festivals with random lineups are what’s left. I mostly go to stay socially connected and maybe discover something new along the way.”
Timeea Tuef – student – Timişoara
Case Study: Spotify Wrapped vs. Nostalgia for Physical Formats
Every year in December, Spotify Wrapped floods social media feeds. People proudly share their top songs, favorite artists, and total minutes listened, turning their music habits into a digital identity badge. Wrapped posts become viral fast, with millions of shares on Instagram and TikTok. The campaign feels fresh, personal, and drives huge engagement because it makes music listening a social experience.
On the other hand, there’s a growing crowd of music fans who prefer old-school formats like vinyl, CDs, or cassettes. They share their collections using hashtags like #VinylCommunity or #NowSpinning, showing off rare records or vintage covers. These posts get fewer likes compared to Wrapped, but they build tight communities with deeper conversations about sound quality, nostalgia, and the joy of owning music you can touch.
In the end, Spotify Wrapped wins on numbers and viral reach, everyone seems to share theirs for a few weeks every year. But the nostalgia content sticks around all year, keeping physical music alive for a loyal audience.
So while music may be universal, the way we experience it is deeply personal, shaped by our age, our habits, and the stories we carry with us. And in that, perhaps, lies the true beauty of music: it evolves with us, but always remains a part of who we are.
Article written by: Cindrea Adrian, Cozma Maria, Ardeoiu Alexia
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