Research: Gen Z the driving force behind vinyl’s resurgence
Tuesday 11 March 2025
LIPA lecturer and researcher Dr Veronica Skrimsjö has contributed to a major study into vinyl record buyers and the role Gen Z is playing in the format’s revival.
The survey, by the Vinyl Alliance, found 76% of Gen Z vinyl fans buy records at least once a month, with 29% identifying as ‘Die Hard Collectors’ who are passionate about collecting and buy vinyl regularly.
Veronica’s research started while working on her book, The Vinyl Revival, Gender and Collecting Aesthetics, and she found there were many reasons why vinyl appealed to Gen Z. “Some are interested in the look of the product, the visual aspect, some people think it’s a really interesting object and a lot of people are reporting there’s a difference in sound, and I agree with them, I much prefer the analogue sound.
“There’s also this notion that streaming is quick, easy and convenient but if you really want to actively engage with something, having the physical object creates a different connection to it.”
Owning vinyl is also seen as a symbol of true fandom, with 62% of the Gen Z buyers questioned stating that they did so to support an artist. Described as super fans, Veronica says they are a significant part of the market. “A super fan is someone who will buy almost anything by an artist because they want to support them. The industry is starting to recognise there is a lot of benefit to these types of people, they’re very loyal and they help spread the music.
“But we need to find a space where the super fan is not being exploited, we’ve already had examples of artists releasing numerous different coloured vinyl versions of the same record. There is a real risk of alienating super fans and losing them.”
The Vinyl Alliance surveyed over 1,100 Gen Z record buyers from key markets, including the UK, Germany and USA as well as Millennials and members of Gen X for context and comparison. Other findings included the growing importance of sustainability – with 29% of Gen Z buyers seeking out secondhand records because of environmental concerns – and the role of vinyl in Gen Z’s mental wellbeing - with 61% choosing to listen to an album in its entirety as a way of escaping their digital life.
Veronica’s work as a researcher is primarily centred on record collecting and collecting cultures, materiality and aesthetics, and aims to highlight how diverse and active popular music fandom and consumption is.
She hopes the Vinyl Alliance survey along with her book will change attitudes to younger record buyers. “I believe the vinyl revival started in 2007, certainly students were starting to discuss vinyl with me by 2014, yet it only really came to prominence in 2020. Academia and industry are lagging behind this cultural moment.
“These people, Gen Z record buyers, really like physical media and engage with music at a very high level, but the media, music industry and academia often approach them with outdated and preconceived notions about them.”
The Vinyl Revival, Gender and Collecting Aesthetics by Dr Veronica Skrimsjö and edited by Music graduate and fellow member of staff Jen Baranick (Broken Down Golf Cart) is published by Routledge.
Find out more about Veronica and her research at Veronica’s Vinyl
