Why Gen-Z Is Bringing Back Physical Media
Key takeaways
- CMO Network Why Gen-Z Is Bringing Back Physical Media By Kian Bakhtiari,
- Unlike previous generations, young people in digitally connected countries don’t remember a pre-internet age, before smartphones and social media algorithms.
- The ability to own a physical DVD gives people a sense of ownership and autonomy.
CMO Network Why Gen-Z Is Bringing Back Physical Media By Kian Bakhtiari,
Forbes contributors publish independent expert analyses and insights. Kian Bakhtiari writes about Gen-Z marketing and social impact.Follow Author Jun 14, 2026, 04:39pm EDTGen-Z is bringing back physical media.getty In 1999, Blockbuster was the dominant force in home entertainment, with each store stocking up to 10,000 physical VHS and DVD titles. Less than a decade later, Netflix made the model obsolete through digital streaming. In 2001, Apple’s iPod famously put 1,000 songs in your pocket, eliminating the need for physical CDs, cassettes and mixtapes. In 2004, the launch of Facebook’s social media network shifted audience attention from curated editorial publications to social feeds. For over two decades, the emerging global narrative has been relentless digitalization. But are Gen-Z bringing back physical media?
Unlike previous generations, young people in digitally connected countries don’t remember a pre-internet age, before smartphones and social media algorithms. Many are familiar with Netflix syndrome: where users end up spending more time browsing titles than watching content. Market fragmentation is also causing “subscription burnout” as shows and movies are hosted across multiple platforms, requiring multiple paid subscriptions.