THE RISE OF PHYSICAL MEDIA

James Klusener

@jamesklusener

 

The quote, “Sooner or later, everything old is new again,” attributed to Stephen King, aptly captures the resurgence of physical media that gained momentum in 2024 and 2025.

 

One of the most notable examples of this revival is vinyl records. According to the Recording Industry Association of America (RIAA), vinyl sales generated approximately $1.4 billion in revenue by the end of 2024 — a figure not seen since 1984. This raises an important question: What is driving the renewed interest in physical media?

 

Digital Fatigue in a Screen-Dominated World

 

A significant factor is digital fatigue. Screen use has become unavoidable, with South Africans reportedly spending an average of around nine and a half hours per day engaging with screens — among the highest figures globally. Prolonged exposure has raised concerns about mental health and overall wellbeing.

 

For many, the constant reliance on digital devices for music, reading and entertainment has become exhausting. Even when one attempts to disconnect, the presence of a smartphone often proves difficult to ignore.

 

The Return of Ownership

 

Closely tied to this trend is a renewed desire for ownership. Collecting physical music, books or films has become increasingly popular, particularly among Generation Z. The notion that physical media appeals only to older generations has largely been dispelled.

 

In fact, Gen Z has emerged as a key driver of this comeback. Fortune magazine has described the shift as “resurrecting the analogue economy,” while data from Vinyl Alliance indicates that nearly three-quarters of Gen Z consumers in the United Kingdom purchased at least one physical media item in the past year.

 

Beyond Nostalgia and Trends

 

This shift is not merely nostalgic or trend-driven. Many individuals born in the early 2000s have never experienced a world without digital convenience. As a result, physical media represents a deliberate move towards tangibility in an increasingly intangible environment.

 

Modern consumers have grown accustomed to access without ownership. Streaming platforms such as Netflix and Spotify provide vast libraries of content, yet access is lost the moment subscriptions lapse.

 

Why Physical Media Still Matters

 

For some, this impermanence has created a desire to own carefully curated collections — whether displayed as visual art or enjoyed for their intended purpose. Physical media offers permanence in contrast to the temporary nature of digital access.

 

Streaming services are unlikely to disappear. Their affordability and convenience remain unmatched, with access to millions of songs for a modest monthly fee. However, the resurgence of physical media does not signal a replacement of digital platforms.

 

Coexistence, Not Competition

 

Instead, both forms coexist, serving different needs. Many collectors maintain streaming subscriptions for convenience while investing in physical formats to support artists or build personal collections.

 

Ultimately, the future of media consumption lies not in choosing between physical and digital formats, but in embracing a balance between the two. While streaming offers accessibility and ease, physical media provides a tangible connection to art and culture.

 

In an increasingly digital world, ownership remains a powerful statement — one that continues to draw people back to physical media.

 

 

Edited by Simoné de Witt