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Young People Are Turning to 90s Music
Luminate's new study revealed that interest in music from the 1990s and earlier is increasing among young listeners, while the preference for 2020s music is declining.
Luminate's newly published study revealed that the wave of nostalgia in music is also strengthening among young listeners. Listeners aged 13 to 24 are now more inclined towards songs released in the 1990s and earlier.
According to the report, the 2020s still remain the most preferred era among this age group. However, there has been a noticeable decline in this interest over the past five years.
Highlights
- Interest in 2020s music is decreasing among the 13-24 age group.
- There is an increasing trend towards the 1990s and earlier periods.
- The 1990s became the fastest-growing catalog period in streaming data.
- Vinyl sales, film and series usage, and social media trends are accelerating this shift.
Changing Preferences Among Young Listeners
According to the survey, in 2021, 55% of participants in this age group said their favorite music era was the 2020s. By 2025, this rate dropped to 44%.
During the same period, the proportion of those who favored the 1990s and earlier increased. This share, which was 18% in 2021, rose to 25% last year.
The 90s Gain Momentum Again
Luminate data shows that the 1990s have experienced a strong comeback overall. According to the research, this decade was the fastest-growing ten-year period in streams from the second quarter of 2024 to the second quarter of 2025, recording an 8% increase.
The 2000s ranked second with a 7% growth. This scenario reveals that older catalog songs are competing with newly released works.
Most Listened Eras
Among the general listener base, the 1990s ranked first. 64% of survey participants said they listened to 90s music.
This era was followed by the 1980s at 58%, the 2000s at 57%, and the 2020s at 53%. Thus, the trend that started with the younger generation also found resonance among a broader audience.
What Fuels Nostalgia?
The study highlights several factors behind this rise. One of them is the older millennial generation introducing their youth's music to today's young people.
The report emphasizes that this generation's children are now entering adolescence, and they are playing their favorite songs for them. Thus, 90s music finds a new transmission channel within families.
Another factor is new artists carrying the Y2K aesthetic. The rise of names like Addison Rae and PinkPantheress is cited as examples that revive interest in 2000s culture.
Streaming Era Highlights Catalog Songs
The report notes that digital listening habits also support older songs. A large portion of music listeners turn to previously released catalog songs rather than new tracks.
A previous study showed that in the US, 73% of streaming on platforms came from songs older than 18 months. This trend is also reflected in the charts.
When Teddy Swims' "Lose Control" stayed on the Billboard Hot 100 for a long time, it was noted that even the release policy was updated. This increases the market impact of old and long-lasting songs.
Impact of Vinyl, Series, and Social Media
The resurgence of physical album habits also plays a role in the return of old music. Vinyl, once considered a niche collector's item, has become a preferred format again for mainstream listeners.
The use of music in films and series also amplifies the effect. The renewed prominence of Michael Jackson's songs thanks to his biopic, the renewed interest in Prince's tracks through Stranger Things, and the major breakthrough of Kate Bush's "Running Up That Hill" in 2022 are cited as examples.
Choruses and catchy parts of old songs on platforms like TikTok also become the backdrop for new trends. Fleetwood Mac's "Dreams" and Sophie Ellis-Bextor's "Murder on the Dance Floor" are among the prominent examples.
Imogen Heap Tops the List
Luminate compiled the fastest-growing catalog songs in streaming. At the top of the list was Imogen Heap's "Headlock."
The song saw an increase of 172.1 million streams. Radiohead's "Let Down" and "Creep" also ranked high on the list.
The study shows that the return to older music is not just a nostalgic feeling; it has become a lasting habit supported by digital platforms, physical formats, visual content, and social media trends.
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