{"id":7176,"date":"2025-12-19T12:28:37","date_gmt":"2025-12-19T01:28:37","guid":{"rendered":"https:\/\/bprworld.com\/?p=7176"},"modified":"2025-12-19T12:28:37","modified_gmt":"2025-12-19T01:28:37","slug":"is-economic-uncertainty-changing-what-people-want-to-listen-to","status":"publish","type":"post","link":"http:\/\/bprworld.com\/de\/news\/is-economic-uncertainty-changing-what-people-want-to-listen-to\/","title":{"rendered":"Is Economic Uncertainty Changing what People want to Listen to?"},"content":{"rendered":"<p><em>By Peter Don, BPR<\/em><\/p>\n<p><em> <img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-6875\" src=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2025\/12\/pd-300x300-1.png?resize=125%2C125\" alt=\"\" width=\"125\" height=\"125\" srcset=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2025\/12\/pd-300x300-1.png?w=300 300w, https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2025\/12\/pd-300x300-1.png?resize=150%2C150 150w\" sizes=\"auto, (max-width: 125px) 100vw, 125px\" \/><\/em><\/p>\n<p>As we head towards 2026, one thing is becoming very clear across every market: listeners are stressed. Higher living costs, shaky confidence about the future, and general \u201clife fatigue\u201d are creating a kind of low-level emotional turbulence for a lot of people.<\/p>\n<p>And when emotions shift,\u00a0<em>music behaviour shifts too.<\/em><\/p>\n<p>This isn\u2019t a small change. It\u2019s now one of the strongest forces shaping playlists, radio performance, and what people actually choose to listen to when they want to feel better.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>The Reaction We\u2019re Seeing<\/strong><\/p>\n<p><strong>Economic pressure <\/strong><strong>\u2192<\/strong><strong> Emotional insecurity <\/strong><strong>\u2192<\/strong><strong> Music as emotional regulation<\/strong><\/p>\n<p>When people feel uncertain, they become More anxious, Less tolerant of \u201cemotional noise\u201d,\u00a0 More predictable in their entertainment choices, and more drawn to comfort, familiarity, and positivity<\/p>\n<p>As a result, music stops being \u201cjust songs\u201d \u2014 and becomes a tool for managing mood, energy, and stability.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Behaviours That Influence current choices<\/strong><\/p>\n<p><strong>1) Nostalgia Seeking (The Biggest by Far)<\/strong><\/p>\n<p>Listeners \u2014 especially 35\u201354s and 40\u201359s \u2014 are returning to songs they\u00a0<em>know<\/em>\u00a0and\u00a0<em>trust, including<\/em>:<\/p>\n<ul>\n<li>80s<\/li>\n<li>90s<\/li>\n<li>2000s<\/li>\n<li>early 2010s<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Why is that? Nostalgia isn\u2019t just about reminiscing \u2014 it becomes part of a <strong>coping strategy<\/strong>. Familiar songs, lower emotional load, provide a sense of control, and create continuity in a world that feels less stable.<\/p>\n<p>Streaming service \u2018catalogue\u2019 music now makes up more than 70% of all listening.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>2) Escapism Among Under-35s<\/strong><\/p>\n<p>Younger listeners don\u2019t necessarily reach back. They are choosing: dance-pop, rhythmic pop, \u2018festival\u2019 energy, feel-good electronic, K-pop, and pop-rock revival.<\/p>\n<p>Music is part of an \u2018escape hatch\u2019: providing a quick emotional lift, colour, movement, and optimism.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>3) Meaning &amp; Authenticity (A Parallel Trend)<\/strong><\/p>\n<p>For Millennials and early Gen Z, there\u2019s also a need for something real: real instruments, honest lyrics, raw storytelling, vulnerability<\/p>\n<p>Examples include Olivia Rodrigo, Lewis Capaldi, Hozier and Tate McRae. Artists like these continue to resonate.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Different Ages have Different Needs:<\/strong><\/p>\n<p><strong>\u00a0<\/strong><strong>Younger Adults (15\u201334)<\/strong><\/p>\n<p>In general, younger Adults are; More emotionally reactive, hit harder by financial instability, prefer music that\u2019s energetic and identity-driven, and their nostalgia is \u201cborrowed\u201d \u2014 90s\/2000s vibes without lived memory<\/p>\n<p><strong>Adults (35\u201359)<\/strong><\/p>\n<p>Listeners in this age group are; More emotionally stable but more nostalgia-sensitive, looking for familiar, feel-good, melodic content, and more loyal when they find a station that \u201cgets\u201d their mood.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Are \u2018Emotional Need\u2019 becoming more important than demographics?<\/strong><\/p>\n<p>Emotional needs can be defined by:<\/p>\n<ol>\n<li><strong> Comfort (Nostalgia)<\/strong><\/li>\n<\/ol>\n<p>The biggest group \u2014 and the most stable. Relevant for: AC, Classic Hits, Adult Pop.<\/p>\n<ol start=\"2\">\n<li><strong> Escape (Energy)<\/strong><\/li>\n<\/ol>\n<p>Tempo and colour matter. Relevant for: CHR, Hot AC, youth streaming audiences.<\/p>\n<ol start=\"3\">\n<li><strong> Meaning (Authenticity)<\/strong><\/li>\n<\/ol>\n<p>Not about age \u2014 about psychographics. Relevant for: CHR, especially recurrents, Alternative music formats and some, Hot AC hybrids.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>What This Means for the Music Industry and Radio.<\/strong><\/p>\n<p><strong>Streaming<\/strong><\/p>\n<ul>\n<li><strong>\u2018<\/strong>Catalogue\u2019 music use keeps growing<\/li>\n<li>Mood-first playlists outperform genres<\/li>\n<li>Nostalgic production styles show up in new releases<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong>Radio<\/strong><\/p>\n<ul>\n<li>Formats built on emotional need states outperform era-purist formats<\/li>\n<li>Familiarity outguns \u201cbrand-new\u201d<\/li>\n<li>Adult Pop and Classic Hits continue to gain momentum<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong>Music Promotion<\/strong><\/p>\n<ul>\n<li>More melodic, brighter, emotionally open pop<\/li>\n<li>Less appetite for risk, darkness or experimentation<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong>Audience Segmentation<\/strong><\/p>\n<p>Traditional demographics alone won\u2019t cut it. Understanding\u00a0<strong>mood<\/strong>,\u00a0<strong>stress levels<\/strong>,\u00a0<strong>optimism<\/strong>, and\u00a0<strong>emotional stability<\/strong>\u00a0is becoming essential to programming.<\/p>\n<p><strong>Overall<\/strong><\/p>\n<p>2026 is likely to be less about ongoing music trends \u2014 it\u2019s also about emotional economics. Listeners choose music because of what the music\u00a0<em>does for them.<\/em><\/p>\n<p>Radio can provide a mix of\u00a0 <strong>Comfort. Energy. Meaning.<\/strong><\/p>\n<p>Radio Stations that also connect with the emotional needs of listeners in their music choices will connect better with their listeners.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Sources &amp; Further Reading<\/strong><\/p>\n<p><em>*Spotify &#8211; end of year charts 2025<\/em><\/p>\n<p><em>Luminate \u2013\u00a0Year-End Music Report\u00a0(2023\u20132024);Deloitte <\/em><em>\u2013\u00a0<\/em><em>Global Consumer Tracker<\/em><em>\u00a0<\/em><em>(2024);<\/em><em>\u2028<\/em><em>Spotify <\/em><em>\u2013\u00a0<\/em><em>Culture Next<\/em><em>\u00a0<\/em><em>(2023<\/em><em>\u2013<\/em><em>2024) &amp;<\/em><em>\u00a0<\/em><em>Fan Study<\/em><em>\u00a0<\/em><em>(2022<\/em><em>\u2013<\/em><em>2024);YouGov <\/em><em>\u2013\u00a0<\/em><em>Mood &amp; Media Report<\/em><em>\u00a0<\/em><em>(2023);FPI <\/em><em>\u2013\u00a0<\/em><em>Engaging With Music<\/em><em>\u00a0<\/em><em>(2023<\/em><em>\u2013<\/em><em>2024);Nielsen Audio <\/em><em>\u2013\u00a0<\/em><em>The Role of Audio in Emotional Wellbeing<\/em><em>\u00a0<\/em><em>(2023);BBC R&amp;D <\/em><em>\u2013\u00a0<\/em><em>Music &amp; Emotional Regulation<\/em><em>\u00a0<\/em><em>(2022<\/em><em>\u2013<\/em><em>2023);Jacobs Media <\/em><em>\u2013\u00a0<\/em><em>TechSurvey<\/em><em>\u00a0<\/em><em>(2022<\/em><em>\u2013<\/em><em>2024);Radiocentre UK <\/em><em>\u2013\u00a0<\/em><em>The Emotional Multiplier Effect of Radio<\/em><em>\u00a0<\/em><em>(2023);OECD <\/em><em>\u2013\u00a0<\/em><em>Consumer Confidence Outlook<\/em><em>\u00a0<\/em><em>(2024);McKinsey <\/em><em>\u2013\u00a0<\/em><em>Global Consumer Pulse Survey<\/em><em>\u00a0<\/em><em>(2023<\/em><em>\u2013<\/em><em>2024);MIDiA <\/em><em>\u2013\u00a0<\/em><em>The Playlist Economy<\/em><em>\u00a0<\/em><em>(2024);<\/em><em>A<\/em><em>pple Music <\/em><em>\u2013\u00a0<\/em><em>Trends Report<\/em><em>\u00a0<\/em><em>(2024).<\/em><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Peter Don, BPR As we head towards 2026, one thing is becoming very clear [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":7177,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-7176","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorised"],"acf":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2025\/12\/buildings.jpg?fit=997%2C661","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/7176","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/comments?post=7176"}],"version-history":[{"count":5,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/7176\/revisions"}],"predecessor-version":[{"id":7183,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/7176\/revisions\/7183"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media\/7177"}],"wp:attachment":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media?parent=7176"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/categories?post=7176"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/tags?post=7176"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}