From Revival to Renaissance: How Gen Z is Redefining Vinyl in the Modern Era

The most comprehensive research to date, surveying over 2,500 vinyl fans worldwide, found that over a quarter (76%) of Gen Z vinyl fans buy records at least once a month, with 8 in 10 (80%) owning a record player. This generation of vinyl enthusiasts seeks out vinyl for an intentional listening experience, with 87 percent interested in high-quality sound when it comes to their equipment setup. With nearly 30 percent declaring themselves as a ‘die-hard collector’, the report says Gen Z vinyl fans are committed to regularly buying records and actively listening to them – rather than to keeping just as collectible items.

Unlike Millennials or Gen X, Gen Z was born and raised during vinyl’s mainstream downturn during the mid-2000s (in favor of CDs, MP3 ,and streaming). The Vinyl Alliance says 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 their interest in records, collecting, set-ups, and more, and take a mindful approach to their digital use through listening to records.

The report shows half (50%) of the respondents collect vinyl as it provides a break from digital life, more than both Millennials (49%) and Gen X (34%). What’s more, 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 vinyl fans also have a strong desire for meaningful connections by fostering communities around vinyl records – especially those provided by record stores. 8 in 10 (84%) shop for records in-store and more than half (57%) prefer the in-store experience and expressed a desire for more vinyl community events – the highest percentages of any generation. The report shows 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 recognize 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 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 shares videos of their ‘vinyl hauls,’ turntables playing favorite purchases, and walls decorated with colorful disks and sleeves.

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 year², with the retail trade body ERA reporting vinyl album sales grew by 10 percent to £196m in 2024³. 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.

Ryan Mitrovich continued: “As a digitally 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 analog experiences on social media, we’ve learned 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.”

The report is realistic about potential barriers in the wider adoption of vinyl records, finding nearly a third (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 wider cost of living, almost half (47%) 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 76 percent of Gen Z vinyl fans citing owning a physical copy of music as a reason they collect, and 62 percent citing supporting their favorite artist, compared to 45 percent 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 favorite artists is really important to them.”

The Vinyl Alliance is a non-profit membership organization 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. For more information head to vinylalliance.org.