Analogue revival
A cultural pendulum swing
Digital infrastructure is not going anywhere – its convenience and speed make it invaluable – but the cultural and economic pendulum is swinging back from digital overload towards the physical world to reach a more comfortable equilibrium.
Watch an interview with the author
There is a growing trend towards the use of 'old-fashioned' technologies, with a worldwide increase in physical music sales over the past five years. This trend is not solely driven by nostalgia; individuals under the age of 25 are also embracing activities such as using DVDs and opting for 'dumb phones', indicating a broader desire to reduce screen time and re-engage with the world around them.
In this video, Karol Severin and Hanna Kahlert discuss the findings from the "Analogue revival" report, which delves into the factors behind the resurgence of physical media and its potential impact on the entertainment industry, particularly digital-first companies.
The analogue revival: Is it just an ironic TikTok trend or a long-term market shift?
From flip phones becoming a Gen Z aesthetic to vinyl players featuring in Netflix shows, there is a cultural rise to prominence of ‘old-fashioned’ technologies. With MIDiA’s music forecast confirming a global growth in physical over the last five years, it seems that in music, at least, the trend is on the up.
It is not simply nostalgia. Under-25s are a large part of patterns like DVD use and ‘dumb phone’ uptake. Rather, MIDiA’s data demonstrates a broader urge to disengage with the smartphone screen and re-engage with the world beyond it. Moving forward, opportunities for entertainment will not only come from analogue formats for their own sake, but from focusing on building meaningful connections and experiences.
Our key insights
Screentime fatigue and attention saturation are also a driver for the analogue revival. Two-thirds of consumers tried to cut down their screen time in Q1 2024, including turning to physical formats (21%), and in-person activities (23%).
Besides analogue offering a respite from digital demands, it offers a central point around which to create cultural moments outside of the online realm.
Streaming and social are important discovery and fan facilitator tools, however, the work only begins there – fandom needs to be nurtured out in the real world, too.
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