Why Gen-Z Is Bringing Back Physical Media

LeadershipCMO NetworkWhy Gen-Z Is Bringing Back Physical MediaByKian Bakhtiari,Contributor.Forbes contributors publish independent expert analyses and insights. Kian Bakhtiari writes about Gen-Z marketing and social impact.Follow AuthorJun 14, 2026, 04:39pm EDTGen-Z is bringing back physical media.gettyIn 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. The ability to own a physical DVD gives people a sense of ownership and autonomy. Users can choose how to interact with the physical media and are less reliant on the impulses of global media and streaming platforms. Furthermore, physical media formats like VHS and DVDs introduce more friction into young people’s lives. Young people are forced to go to a physical store, choose which show they want to purchase, then buy it and bring it home. They can also share VHS and DVDs with others—in ways streaming platforms have banned—and watch more communally in groups, rather than the default solo-watching experience of streaming platforms. Finally, ow...