Revival of positive nostalgic music during the first Covid-19 lockdown in the UK: evidence from Spotify streaming data

Abstract

This work shows that positive old music listening surged during the early phase of the Covid-19 pandemic, suggesting a rise in preference for nostalgia and positivity in music. Using the music streaming data of Spotify users in the UK and employing multivariate regression analysis, this work documents that users were more likely to listen to songs older than 5 years during the national lockdown that began in late March 2020 compared with the pre-lockdown period. Such a change in preference was not observed in the same period in 2019. Meanwhile, more frequent listening to old music is found in samples of positive songs and also negative songs. This suggests that the preference for nostalgic music is to a certain extent independent of the positivity bias during the pandemic found in the literature. Yet, this work also provides evidence that the nostalgia-seeking behaviour and the preference for positive songs reinforced each other during the lockdown as the surge in positive old music was more persistent than that in positive recent music.