On July 9, 2026 – Vevo has released the findings of “Then Is Now,” a new study examining how nostalgia continues to influence the way people discover music, connect with culture, and engage with artists. Based on responses from more than 1,800 Gen Z, Millennial, and Gen X participants across the U.S., U.K., and Australia, the report found that music remains the strongest source of nostalgic feelings across all generations.
The study also highlights the rise of shared nostalgia, with 60% of respondents connecting to cultural moments they experienced collectively through music, television, and other media. Among Gen Z, 65% reported feeling nostalgic for eras they never lived through, reflecting a growing fascination with past decades. As a result, many artists are embracing retro-inspired visuals, fashion, and aesthetics in their music videos to connect with younger audiences drawn to the styles and stories of previous generations.
“The ease and accessibility of streaming is accelerating the discovery and use of nostalgic content more than ever before, from fueling catalog engagement with legacy artists to actively shaping the latest premieres. However, it’s not just about revisiting what you loved years ago; people are craving shared moments and experiences, a contrast to the fragmentation driven by personalized algorithms. 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.” – JP Evangelista, EVP, Content, Programming & Marketing at Vevo
“Nostalgia is a timeless, powerful driver of engagement in today’s streaming era. The visual storytelling of music videos transcends the music itself and creates a deep emotional and psychological connection for fans – both new and existing – in a way that few forms of entertainment can. Music videos from the past uniquely provide context to songs and major pop culture moments, making them an iconic source of inspiration.” – Laura Vanison, VP, Research & Measurement at Vevo.
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