From Billboard · Stefanie Tanaka · · 1m 10s
How nostalgia is dominating music streaming
TV shows, social media, and streaming platforms are making older songs more popular than new releases.
In brief
TV shows, social media, and streaming platforms are making older songs more popular than new releases. Catalog music now dominates streaming because TV shows, social media, and film placements amplify older songs to massive audiences, while breaking new artists has become harder than ever. Originally reported by…
Catalog music is everywhere now
Older songs dominate streaming more than ever. In rock, 75 percent of listening comes from tracks older than five years.
“Older music dominates in rock more than any other genre. Seventy-five percent of rock listening comes from tracks older than 60 months.”
The Stranger Things effect
TV shows and films drive massive awareness of older music through high-profile placements. Social media amplification multiplies this effect across platforms.
“the effect of very high-profile streaming content driving massive awareness in older music.”
Breaking new artists is harder
Nearly 150,000 tracks upload to streaming daily. Twenty percent of all music on platforms has received almost no listenership.
“We're now seeing close to 150 … tracks a day being uploaded to streaming platforms.”
Older listeners drive rock trends
Rock skews toward older demographics who have strong affinity for music they discovered in their youth. This preference shapes what dominates the genre.
“older demographics is they have a strong affinity to the music they discovered when they were younger.”
Remixes and samples fuel nostalgia
New hits like Shaboozey's A Bar Song and Jack Harlow's First Class rework old melodies and lyrics. Sequels and adaptations dominate entertainment across all media.
The headline
Catalog music now dominates streaming because TV shows, social media, and film placements amplify older songs to massive audiences, while breaking new artists has become harder than ever.
