A new Vevo report has found that streaming platforms are speeding up how people discover and return to older content. It says music videos create feelings of nostalgia more than any other music format.
>The report, titled Then is Now also notes that 65 percent of Gen Z consumers feel nostalgic about time periods before they were born, a trend the company calls borrowed nostalgia.
Vevo surveyed more than 1,800 people from Gen Z, Millennial, and Gen X groups in the United States, the United Kingdom, and Australia. The company released the findings on July 9.
JP Evangelista, executive vice president for content, programming, and marketing at Vevo, said the ease of streaming has increased engagement with older material. This includes catalog songs from established artists and new releases.
It is not only about personal memories. Many people seek shared experiences, which contrasts with the divided listening caused by personalised recommendation systems. Nostalgia now serves as a form of cultural connection. The wider entertainment sector, including artists, studios, and producers, has responded by adding nostalgic elements to music, television, fashion, and other areas.
