New York — When Taylor Swift releases her upcoming album Life of a Showgirl in October, fans will be able to hear it on streaming platforms, vinyl, and even cassette tape — a format many thought had disappeared decades ago. Once the dominant way to listen to music in the 1980s, cassettes were overtaken by CDs and eventually by streaming, leaving them to gather dust as relics of the past. But recent sales data shows the format is quietly enjoying a revival.
According to entertainment analytics firm Luminate, 436,400 cassettes were sold in the United States in 2023. While that pales in comparison to the 440 million sold at the format’s peak in the 1980s, it represents a significant rebound from just 80,720 sold in 2015. Music retailers say the resurgence is fueled by fans looking for a more tactile, nostalgic way to enjoy music. “People just like having something you can hold and keep, especially now when everything’s just a rented file on your phone,” said Charlie Kaplan, owner of Tapehead City. He added that part of the charm is the imperfect, immersive experience: flipping the tape, looking at the artwork, and listening straight through without skipping tracks.
Industry experts point to “super fans” as the driving force behind this revival. These highly engaged listeners, who make up 18% of U.S. music consumers, interact with artists in multiple ways, from streaming and concerts to buying physical formats. On average, they spend $39 per month on music — more than double the typical fan. Many of these dedicated buyers are Gen Z listeners, who are turning to cassettes as a way to experience music beyond digital playlists.
Luminate’s 2025 data shows that top-selling cassette releases come from chart-topping pop stars including Chappell Roan, Sabrina Carpenter, and Charli XCX. Gen Z now makes up the largest demographic of U.S. cassette buyers, with 9% having purchased one in the past year. Millennials and Gen Y listeners are also part of the resurgence, according to Kori Fuerst, owner of Retrospekt, a retailer specializing in retro tech. “With a cassette tape, it’s not easy to skip around between songs,” she said. “You have to listen to the album all the way through. These tangible experiences are a nice reprieve from the perfect curation of a streamed playlist.”
While cassettes are unlikely to match the vinyl boom, their steady comeback highlights a broader trend: younger generations are embracing older formats not just out of nostalgia, but as a way to engage more deeply with music. For artists like Taylor Swift and others with devoted fan bases, offering albums on tape is another way to strengthen that connection — and prove that the analog era still has a place in today’s digital world.
