A new report from Vevo Music has found that music videos trigger nostalgia more than any other format.
In the study — which pulled data from more than 1,800 Gen Z, Millennial and Gen X consumers across the US, Australia and the UK — 68% of respondents across all age groups cited music videos as the primary driver of nostalgic feelings, followed by audio tracks (59%), and live performance videos (50%).
65% of Gen Z also reported feeling “borrowed nostalgia” for cultural moments that took place outside of their generation, while 88% of participants from across all age groups revealed that music in general invokes the most nostalgia, ahead of movies (81%), television (80%), and gaming (50%).
One in three Gen Z…