For the first time in 20 years, sales of physical music have risen, spurred by major releases from globally popular artists like Taylor Swift and Billie Eilish. As digital-first consumption becomes the norm, the importance of collecting physical and curated media is growing among fans.
Long overshadowed by streaming, physical music sales beyond vinyl have experienced an increase for the first time in two decades. Physical album sales grew by 3.2% in the first half of 2024, indicating a significant shift in consumption habits, particularly among digitally-native Gen Zers, who are largely driving this change. Some, like pop star Billie Eilish, suggest that the rise in variants produced per record may be creating an unsustainable environment that negatively impacts smaller labels and releases. Nevertheless, the "ever-rising demand for vinyl albums and other music releases on physical formats" reflects a "thriving market for music on the high street," according to the British Phonographic Industry.
While streaming music remains the norm, physically collecting media is increasingly becoming a way for audiences to express their fandom, with collecting different variants offering fans a unique way to engage with the artists they love. Additionally, many Gen Zers may be turning to physical media as a form of rebellion against a digital-first existence, consciously unplugging to engage with music. In the UK, 59% of 18-24-year-olds reported listening to physical music releases and they are the most willing out of all the generations to pay a small premium on buying vinyl LPs if they are made sustainably.
The future of music is being reshaped by Gen Z, whose unique consumption habits are driving a resurgence in physical media sales. As digital streaming remains dominant, this digitally-native generation is paradoxically gravitating towards tangible formats like vinyl, CDs, and cassettes, blending nostalgia with a desire for authentic, tactile experiences. This trend reflects a broader cultural shift where young fans seek deeper connections with their favourite artists, using physical collections as a form of self-expression and rebellion against the ephemeral nature of digital content. This movement not only revitalizes the high street music market but also underscores the enduring appeal of music as an art form that transcends formats, offering a richer, more immersive experience for the listener.
