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Gen Z are driving vinyl popularity

Vinyl Alliance, an industry collective for vinyl, has said that Gen Z (18-24-year-olds) is now the major driving force behind vinyl’s current popularity, bolstered by its recent report into the format’s resurgence. The report explored exactly why Gen Z is embracing the format and how, by integrating it into their digital lives, it has led to a ‘vinyl renaissance’.

The research, which surveyed over 2,500 vinyl fans worldwide, found that 76% of Gen Z vinyl fans buy records at least once a month, with eight in 10 owning a record player. This generation of vinyl enthusiasts seeks out vinyl for an intentional listening experience, with 87% interested in high-quality sound when it comes to their equipment set-up.

With almost 30% declaring themselves a ‘die-hard collector’, the report said Gen Z vinyl fans are committed to regularly buying records and actively listening to them, rather than keeping just as collectable items.

Unlike Millennials or Gen X, Gen Z were born and raised during vinyl’s mainstream downturn during the mid-2000s, in favour of CDs, MP3 and streaming. The Vinyl Alliance said Gen Z has adopted the format, giving a new meaning to vinyl culture. Gen Z is the first ‘digital native’ generation to use social media to further its interest in records, collecting, set-ups and more, and take a mindful approach to their digital use through listening to records.

The report showed that half of the respondents collect vinyl as it provides a break from digital life, which was more than both Millennials and Gen X. Furthermore, Gen Z is more likely (61%) than Millennials (53%) and Gen X (27%) to replace digital habits with vinyl listening to improve their mental well-being.

Gen Z is the first ‘digital native’ generation to use social media to further its interest in records, collecting, set-ups and more.

Gen Z vinyl fans also have a strong desire for meaningful connections by fostering communities around vinyl records, especially those provided by record stores. Eight in 10 respondents shop for records in-store and 57% prefer the in-store experience and expressed a desire for more vinyl community events - the highest percentages of any generation.

The report showed Gen Z values the authentic human connections at record stores, from staff sharing vinyl picks to guiding them on turntables.

Ryan Mitrovich, general manager at the Vinyl Alliance, said, “It’s still being said vinyl’s undergoing a ‘revival’, but after 17 consecutive years of growth it’s time to recognise vinyl has revived and is firmly a part of how fans consume music today. It has Gen Z to thank for this, and what our research shows is just how curious and drawn to vinyl culture this generation is.

“Gen Z vinyl fans are buying records for a multitude of reasons, which shows their interest isn’t a superficial trend, but that they are truly passionate. Vinyl is Gen Z’s ticket to a different music experience and they’re taking it seriously, so it’s time we took Gen Z seriously as vinyl fans and collectors.”

Social media has reportedly been fundamental in vinyl’s popularity. With over 252 million posts on TikTok relating to ‘vinyl’ or ‘vinyl records’ alone, social media platforms provide an accessible entry point for younger generations to get into the culture. Gen Z share videos of their ‘vinyl hauls,’ turntables playing favourite purchases, and walls decorated with colourful disks and sleeves.

Taking time out to explore records and making financial investments into physical products to support their favourite artists is really important to them.

Vinyl has soared in popularity in recent years, with many calling it a ‘revival’. The BPI recently revealed UK vinyl sales increased for a 17th consecutive year, with the retail trade body ERA reporting vinyl album sales grew by 10% to £196m in 2024. HMV re-opened its flagship Oxford Street store amid the growing demand for vinyl and WHSmith began selling the format again online and in stores.

Mitrovich continued, “As a digital native generation, Gen Z has a unique relationship with vinyl heavily influenced by their digital lives. From the well-being benefits of the physical listening experience and the in-store sense of community, to expressing their fandom and sharing analogue experiences on social media, we’ve learnt Gen Z is giving new meaning to the medium. It has integrated into their lifestyles, which builds a strong case that vinyl is here to stay.”

Vinyl Alliance said the report is realistic about potential barriers in the wider adoption of vinyl records, finding that 29% of Gen Z vinyl fans say they've reduced or stopped buying records due to rising prices. While this is a barrier in light of the wider cost of living, almost half of Gen Z vinyl fans said buying vinyl is worth the investment because it is something they will cherish forever. Vinyl holds tangible as well as symbolic value for Gen Z, with the majority of Gen Z vinyl fans citing owning a physical copy of music as a reason they collect, and 62% citing supporting their favourite artist, compared to 45% of Gen X.

Karen Emanuel, CEO of Key Production Group, the UK’s largest vinyl production broker and Vinyl Alliance member, said, “We’ve long known the importance of younger generations getting into physical music in the UK and this report verifies that. Taking time out to explore records and making financial investments into physical products in order to support their favourite artists is really important to them.”

The Vinyl Alliance is a non-profit membership organisation formed to strengthen the position of vinyl records in the global recorded music market. Its global roster, including Key Production Group, The Vinyl Factory, Ninja Tune, Ortofon and others, spans the complete vinyl record value chain, from materials manufacturers and pressing plants to record labels and playback hardware manufacturers.

You can download a preview of the Gen Z report here.

Vinyl is Gen Z’s ticket to a different music experience and they’re taking it seriously.