Vinyl, CDs, and even cassettes are finding new fans in the youngest generation, as nearly half of Gen Alpha embraces physical music.
In an era ruled by streaming, the comeback of physical music isn’t just a retro trend for millennials or Gen Z—Gen Alpha is joining the movement too.
New research by Key Production, Europe’s leading specialist in physical music and packaging, reveals that nearly half (46%) of Generation Alpha (aged 1-16) are now listening to music on physical formats such as CDs, vinyl, and cassettes. The study of over 2,000 UK respondents also found that over half (53%) of Gen Alpha know how to operate a CD player, with nearly 4 in 10 (38%) parents reporting their children listen to vinyl records.
A Cultural Shift Beyond Screens
This growing interest comes on the heels of a record-breaking year for physical music sales. According to the BPI, 2024 marked the first year in two decades to report positive growth in physical music sales, driven largely by Gen Z’s enthusiasm for artists like Taylor Swift, Billie Eilish, and Charli XCX. Now, it seems Gen Alpha is picking up the baton, extending the resurgence of physical formats into the next generation.
Karen Emanuel, CEO of Key Production, says this shift is about more than nostalgia.
“For many young listeners, physical music offers something digital formats can’t: authenticity, ownership, and emotional connection. It turns music into something you can hold, display, collect, and connect with on a deeper level. This is not a fleeting trend—it’s a cultural shift.”
The data also points to a wider societal move towards screen-free experiences. Only 1 in 5 parents (20%) said they prefer their children to listen to music via smartphones, suggesting physical formats offer a welcome break from digital overload. The popularity of Netflix’s Adolescence, which explores the challenges of growing up in a hyper-connected world, has further amplified this conversation.
Digital Detox for All Generations
The findings aren’t limited to children. A significant majority of Gen Z (71%) and Millennials (75%) say they turn to physical music as a way to reduce screen time. Whether received as gifts, inherited from family, or bought from record stores, physical music collections continue to circulate through generations. Nearly three in ten (27%) Gen Z respondents said they receive physical music from friends, while 15% across Gen Z, Millennials, and Gen X say they’ve inherited part of their collection.
Dr Jo Twist OBE, CEO of the BPI, welcomed the findings:
“It’s wonderful to see the next wave of music fans developing a love for vinyl and CD. Physical formats sit alongside streaming, giving fans even more choice in how they discover and enjoy music.”
A Future That’s Tangible and Sustainable
With 61% of respondents agreeing that vinyl provides a different, more immersive listening experience than streaming, it’s clear that physical music is more than a nostalgic pastime—it’s part of the future of music consumption.
As a certified B Corp, Key Production is committed to producing physical music sustainably, partnering with artists and labels to ensure environmental best practices across the supply chain. The London-based company has worked with artists such as Nick Cave, Alt-J, Little Simz, IDLES, PJ Harvey, and BRIT Award-winner Raye, reinforcing its place at the heart of music culture.
