Photo Credit: Kyle Loftus
According to Vevo‘s Then Is Now report, which surveyed over 1,800 Gen Z, Millennial, and Gen X consumers across the UK, US, and Australia, music videos are the strongest nostalgia trigger at 68%, outperforming audio tracks (59%) and live performances (50%). Music itself ranked as the most nostalgic medium (88%), ahead of films (81%), television (80%), and gaming (50%), demonstrating the powerful role of visual music storytelling in shaping emotional connections across generations.
The study also highlights the growing influence of what Vevo calls “borrowed nostalgia.” Around 65% of Gen Z respondents said they feel nostalgic for cultural moments they never personally experienced, while one in three reported feeling they were “born in the wrong generation.” Vevo argues that streaming platforms have made it easier than ever for younger audiences to discover older music and revisit iconic visual moments, helping catalogue releases find new audiences decades after their original release.
JP Evangelista, Vevo’s Executive Vice President of Content, Programming & Marketing, said the accessibility of streaming has accelerated the rediscovery of catalogue music while also influencing contemporary releases. He described nostalgia as a form of “cultural currency,” with artists increasingly incorporating retro aesthetics into music, fashion and video content to connect with audiences seeking shared cultural experiences.
The report also found that nostalgia actively drives music discovery. Sixty-seven percent of respondents said hearing songs from the past encourages them to explore more music from the same era, while revisiting older content was identified as the single biggest trigger of nostalgic feelings.
