The Nostalgic Power of Streaming: Insights from Vevo’s New Study
In a rapidly changing digital landscape, streaming platforms are reshaping how audiences connect with content, especially nostalgic pieces from the past. According to a new study by Vevo, the music video platform, streaming has significantly accelerated the discovery and revisit of nostalgic content. In fact, the report reveals that music videos are the leading trigger of nostalgia, surpassing other formats such as movies and television shows.
Key Findings of Vevo’s Study
Vevo’s report, titled Then is Now, surveyed over 1,800 consumers from Generation Z, Millennials, and Generation X across the US, UK, and Australia. One of the striking insights is that 65% of Gen Z participants express nostalgia for eras they never experienced themselves, a phenomenon Vevo refers to as “borrowed nostalgia.” This term highlights the unique way younger audiences engage with past cultural moments they’ve only accessed through media.
The Role of Streaming in Nostalgia
JP Evangelista, Vevo’s EVP of Content, Programming & Marketing, notes that streaming’s accessibility is pivotal in driving nostalgia. He emphasizes that people are not only revisiting cherished memories but are also seeking shared experiences. This shift stands in contrast to the more fragmented consumption facilitated by personalized algorithms. The collective yearning for nostalgic content is transforming how artists and production studios approach content creation across music, fashion, and television.
Music as a Catalyst for Nostalgia
The study reveals that music holds a powerful position in evoking nostalgic feelings, with 88% of respondents affirming this sentiment. This far outpaces other entertainment forms: movies (81%), television (80%), and gaming (50%). Within the realm of music, music videos stand out as the most potent source of nostalgia, with 68% of participants noting their impact, followed by audio tracks (59%) and live performances (50%).
Among the various triggers of nostalgia, revisiting past content ranks highest, with 76% of respondents stating that doing so evokes strong nostalgic feelings. Furthermore, 60% reported experiencing “shared nostalgia,” cultivated through cultural touchstones like reboots and widely shared content.
Generational Insights into Nostalgia
Interestingly, the study highlights differences in how generational cohorts experience nostalgia. While 55% of Millennials and 54% of Gen X identify with “borrowed nostalgia,” Gen Z is notably higher at 65%. One in three Gen Z respondents felt they were “born in the wrong generation.” A compelling statistic shows that 67% of Gen Z stated hearing music from the past inspires them to explore songs from that same era, indicating a vibrant connection to previous musical landscapes.
Vevo’s Data Correlates Nostalgia with Engagement
Vevo supports its survey findings with data showing significant spikes in video views tied to nostalgic content. For instance, Sabrina Carpenter’s song Manchild was deemed a notable example of borrowing nostalgia—it became the most-watched music video premiere of 2025 in multiple countries, drawing inspiration from iconic films like Badlands and Thelma & Louise.
Other examples illustrate this powerful effect: Harry Styles’ Sign of the Times saw a 547% increase in views after being featured in a karaoke scene in the film Project Hail Mary. Similarly, Sade’s classic No Ordinary Love gained 52% traction after being featured in the Hulu series Love Story, showcasing how nostalgic elements can rejuvenate interest in older music.
The Impact of Cultural Contexts
The report also explored demographic shifts in how certain audiences engage with nostalgic music. For example, 74% of viewers who watched Bob Marley’s No Woman, No Cry were born after 1979, and 62% of Madonna’s Material Girl audience was born after 1989. This findings suggest that nostalgia is not strictly relegated to those who lived through certain eras; instead, it resonates widely across generations.
The Uniqueness of Music Videos
Laura Vanison, Vevo’s VP of Research and Measurement, emphasized the emotional connections forged through music videos, stating that they transcend music itself, fostering a profound bond between fans—both existing and new. Music videos encapsulate cultural moments and provide context that enhances the music experience, making them an enduring format in the evolving entertainment landscape.
Streaming Giants Adjusting to Nostalgia
As token of the growing significance of music videos, Spotify has recently expanded its platform to include music video functionality, rolling it out in various markets. As the competition between streaming platforms evolves, understanding and leveraging nostalgia may become increasingly crucial to engage audiences in fresh and meaningful ways.
Vevo’s Position in the Music Video Landscape
Vevo continues to be a key player in the music video arena, boasting over 22 billion monthly views across various platforms, including YouTube. Its ability to curate and deliver nostalgic content makes it a vital source for both artists and audiences. The report notes that Lady Gaga and Bruno Mars’ video Die With a Smile was the most-watched music video of 2025, highlighting the platform’s dynamic reach.
Through the lens of nostalgia, it becomes clear that our connection to the past is as potent as ever, facilitated not only by the music we loved but also the innovative ways we consume it. As streaming continues to dominate, understanding this shared emotional landscape will be integral to shaping future cultural dialogues.