Music videos are the most powerful trigger of nostalgia, outperforming audio tracks and live performances, according to a new study by Vevo.
The research, which surveyed more than 1,800 consumers across the US, Australia and the UK, found that 68% of respondents across Gen Z, Millennial and Gen X age groups identified music videos as the primary format evoking nostalgic feelings. Audio tracks followed at 59%, with live performance videos at 50%.
Additional findings include:
- 65% of Gen Z participants reported experiencing “borrowed nostalgia” for cultural moments that took place outside their generation.
- 88% of all respondents said music in general invokes nostalgia, ahead of movies (81%), television (80%) and gaming (50%).
- One in three Gen Z respondents felt they were “born in the wrong generation”.
JP Evangelista, Executive Vice President of Content, Programming & Marketing at Vevo, said: “The ease and accessibility of streaming is accelerating the discovery and use of nostalgic content more than ever before, from fuelling catalog engagement with legacy artists to actively shaping the latest premieres. That’s why nostalgia has become a powerful form of cultural currency. The entertainment industry at large, from artists and their teams to production studios, are meeting this desire and have been incorporating nostalgia into music, fashion, TV and beyond.”
Separately, a study by the British Phonographic Industry (BPI) recently ranked music as the UK’s biggest source of cultural pride.
Another study, by Music and Movement is Medicine (MiM), found that electronic music may help reduce anxiety while enhancing feelings of joy and social connection. The research measured the heart rates of 60 participants during two structured hour-long sessions that combined music listening, breathing exercises, movement and dance activities.
