Spotify has become a household name in the music streaming industry, covering almost every consumer desire in one simple, but pricey, subscription. The platform noted it has 777 million listeners and 300 million subscribers who can access its music listening experience.
However, in 2025, an extremely controversial U.S. Immigration and Customs Enforcement recruitment advertisement to hire thousands of deportation officers ran on Spotify, causing many to re-evaluate their dedication to their beloved music app.
Until now, many young adults never thought twice about abandoning their favorite streaming platforms, but as paying supporters of Spotify have become increasingly disappointed in the business practices, they have looked to other mediums to scratch the music itch. People are frustrated with the actions of big businesses as corruption is exposed, causing many to seek out streaming alternatives they can listen to guilt-free.
Looking past the young girl arguing to the internet “the record player is inside of this,” referring to mass-produced Taylor Swift and Olivia Rodrigo records, a lot of young adults show genuine interest in physical music beyond collecting for the trend.
Luminate conducted a study through their pop culture section, Spotlight, back in 2024 to outline record purchases at independent record stores instead of big-box retailers, such as Target, Walmart, Barnes & Noble and Amazon. In the span of one year, they found 6% of record-seeking 13 to 17 year olds chose an indie store, with 18% of college-age young adults ages 18 to 24 choosing independent over big-box for their music as well.
The popular Columbus record store, Used Kids Records, makes it a goal to engage music fanatics across different genres with local events such as sneak-peek album listening parties, artist concert ticket or merch giveaways and live music from nearby artists alongside their vinyl storefront.
Used Kids Records’ events are beginning to skew younger as college-age students become more interested in the record industry. Miley Cyrus’ recent release had a preview listening party, with dozens of other releases being sold both in-store and online being well loved by a younger audience.
Since its marketing follows the trends, Used Kids Records has continued to thrive after 40 years in business and shows no signs of stopping any time soon.
In 2023, 45% of all vinyl sales came from indie record stores according to Spotlight, unsurprising when looking at the successes of many thriving indie stores. Those numbers are greatly influenced by a record store holiday known for long lines and chaotic shopping experiences: Record Store Day.
This annual holiday, usually in the spring, has become the Black Friday for both record labels and independent stores, with exclusive pressings, unique color variations, classic remasters and various one-time-only releases sent out in small quantities to urge consumers to shop locally.
Billboard noted for the April 18th, 2026 Record Store Day, major artists largely loved by younger audiences were some of the huge sellers of the holiday, such as Taylor Swift, Bruno Mars, Olivia Dean, KPop Demon Hunters and KATSEYE.
The shift in target audience of indie record stores from older generations who grew up collecting records to young adults, proven by the addition of products aimed at Gen Z buyers, is a key indicator the music industry is aware this trend will not come and go in a matter of weeks.
There is genuine support from young adults in a way which has not been seen in decades due to the rise of CDs and later digital platforms making streaming easier than ever. However, while modern-day apps make listening convenient for users, the long-standing popularity of independent record stores across decades has proved time again young adults will always come back around to our well-loved friend: the vinyl record.
Sam Tatum is a freshman studying journalism news and information at Ohio University. Please note the opinions expressed in this column do not represent those of The Post. Want to talk to Sam about his column? Email him at st682625@ohio.edu.
