Retro Revival<\/a>\u201d report examines why a \u201cfondness for yesteryear\u201d has boosted listenership of older music in every age group \u2014 even consumers age 13-24, where the company\u2019s research shows 25% are embracing music from the \u201990s or earlier, up from 18% in 2021, while listening to music from the 2020s has fallen from 55% to 44%. This segment, the report says, is \u201cincreasingly turning away from current music to engage with songs released before they were born.\u201d<\/p>\nThe significant increase over time in listening to older music among every age group may not be that surprising. After all, every generation tends to form its music preferences in their younger years. So what\u2019s different now, in terms of the current nostalgia surge?<\/p>\n
\u201cThank the internet,\u201d Luminate\u2019s report says, \u201cwhere all of human history is a click away, micro-niches chip away at the monoculture, and algorithms repurpose past trends for younger generations. Combine this unprecedented accessibility to days gone by with an increasingly turbulent present, and it makes sense why the younger, highly online generations are finding solace in the past.\u201d<\/p>\n
What\u2019s more, the report notes, not only today\u2019s music but also other media are highly informed by what came before. \u201cSome of the biggest songs released in 2026 are blatant throwbacks to the 1990s and Y2K,\u201d it says. \u201cReboots and revivals of beloved proper ties have flooded both big and small screens. Analog media, such as CDs and DVDs, have found renewed popularity among those younger than Spotify and Netflix.\u201d<\/p>\n
Note to classic hits stations: Luminate\u2019s data can show when music from any era will make a comeback, and it currently shows that 1990s and 2000s nostalgia is at its peak, with streaming of songs from that era growing at a faster pace than titles released in other decades.<\/p>\n
So when will the hits of the 2010s see their triumphant return? Luminate\u2019s report says songs like LMFAO\u2019s \u201cParty Rock Anthem\u201d and Meghan Trainor\u2019s \u201cAll About That Bass\u201d are \u201cdue for a revival\u201d based on its intergenerational music theory. \u201cThe cohort of listeners most likely to return to 2010s music \u2014 consumers born in the 1990s and 2000s \u2014are Gen Zers still carrying the influences of their parents\u2019 music preferences even as they develop their own,\u201d the report says.<\/p>\n
Luminate\u2019s findings have implications not only for music format programmers but also advertisers, as streaming trends can help brands identify songs from previous decades that are in comeback mode. \u201cMost of the fastest-growing top 20 catalogue titles in 2025 were 1990s and 2000s releases, often returning to current popularity because they are trending on TikTok or appearing in a widely seen streaming TV show or film,\u201d the report says. Among those titles are \u201cIris,\u201d Radiohead\u2019s \u201cCreep\u201d and Black Eyed Peas\u2019 \u201cRock That Body.\u201d<\/p>\n
The good news for these brands, according to Luminate\u2019s research, is \u201cnostalgic music listeners are ready to shop\u201d and more likely to buy within product categories such as personal care\/hygiene products, fashion\/clothing, cosmetics, e-commerce\/online shopping platforms such as Amazon, and ride-hailing services such as Uber. Data for category buyers or intenders shows which decade of music they\u2019re more likely to respond to in advertising, with telecom and cable TV intenders preferring 1990s and 2000s music, while lovers of gadgets such as Bluetooth speakers are most interested in the 2010s. Additionally, fans of 2010s music are most likely to say they can be influenced to buy or consider a product if an artist they like has endorsed or spoken about it.<\/p>\n
<\/p>\n
First published by InsideRadio<\/em>. Read original here<\/a><\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":"
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