We’ve covered many of the benefits of physical media here. Among the top reasons for physical media’s resurgence is the fact that a physical format ensures you actually own the content you purchase. While a movie can be removed from a streaming service or even deleted from your digital library, a disc of that movie is yours to keep.

Thus, even to physical media enthusiasts, it may come as a surprise to learn that DVD and Blu-ray rentals are also on the rise. Gen Z appears to be the demographic primarily driving this trend.

Understanding the general appeal of physical media is easy. Understanding why younger consumers are showing an increased interest in temporarily renting physical copies of shows and movies requires a little more nuance.

DVD and Blu-ray rentals are popular again

Physical media rental shops are doing great business with Gen Z

It wasn’t too long ago that you might have been forgiven for regarding video rental shops the same way you regard internet cafes: as relics from the past that may only currently exist to serve customers who visit them slightly ironically.

However, the numbers indicate renewed interest in these establishments. Those offering DVD, Blu-ray, and 4K disc rentals are also finding that Gen Z customers are particularly willing to spend a few bucks to briefly have certain discs in their possession.

Consider the example of Vidiots. Since this L.A.-based video shop opened in 2023, its rental business has been a significant driver of its success. In its first year, the shop rented out approximately 22,000 titles. That number just about doubled a year later. Similarly, Cinefile, a video shop that’s been around since 1999, has seen more and more customers renting discs post-pandemic.

This isn’t the first time Gen Z has embraced seemingly archaic media. They’re also the reason VHS is making a small comeback. That said, the potential reasons for this trend indicate it could be more than a fad.

Young consumers’ reasons for renting DVDs and Blu-rays range from practical to the philosophical

Journalists who’ve spoken with members of Gen Z about their desire to rent physical discs have found these consumers offer many justifications for doing so. Sometimes, heading to a rental shop is just a matter of filling a practical need. For example, there may be instances when it’s impossible to find a given movie or show on a streaming service. Some titles might not even be available as digital downloads. In these circumstances, a local video shop might carry a physical copy to rent.

Other young video rental fans suggest that embracing physical media constitutes an act of minor rebellion against corporations running streaming platforms. While these platforms may have initially seemed consumer-friendly, theoretically offering a degree of convenience unmatched by brick-and-mortar businesses, it’s become evident in recent years that the streaming model has many disadvantages. Renting a disc from an independent shop instead of giving more money to a large company appeals to customers who feel they’ve been ripped off.

Those who own and work at these shops have also observed that younger customers who visit to rent discs often do so in groups. It appears that stopping by a video store to rent a movie for the night with friends has become a social experience that gives young folks an opportunity to discuss their tastes and discover new filmmakers. It’s difficult to perfectly recreate that experience when browsing the selection of streaming titles or digital downloads available via an app.

Video rental businesses may become more widespread

Video rental shops are making a comeback

It’s nice that physical media fans in a major metropolis like Los Angeles get to experience the joys of renting from a video shop once more. But, unless these types of businesses expand outside such markets, it’s safe to say they may remain niche.

No one can determine with absolute certainty what the future will look like for video rental stores. Still, it’s worth noting that these shops are starting to open in slightly smaller markets. Along with Vidiots in L.A. and Night Owl Video in NYC, Minneapolis and Richmond have also recently welcomed new video stores. While this might not be quite the same as having a Blockbuster Video in every suburb in the country, it’s a start. “Celebrations” like International Independent Video Store Day can also help spread the word.

On top of that, because these shops are all independent, there’s reason to be optimistic. Maybe the next era of video rental shops will be dominated by people with a real passion for movies, TV, and physical media, instead of CEOs driven by a need to please shareholders.

Of course, to keep this trend going, we have to support it. Gen Z is doing their part. However, that may not be enough. To ensure that we continue to have the option to rent physical media instead of kissing the ring of streamers, we need to visit these shops when they open in our areas and vote with our wallets. Doing so might be key to bringing nostalgic memories back to life in the long term.