Contrary to the decade-long narrative of vinyl's resurgence, the compact disc (CD) is experiencing a significant comeback, according to Luminate’s 2026 Midyear Report. In the first half of 2026, CD sales jumped 16% to 16.3 million units, far exceeding vinyl’s 2.4% growth.

While K-pop, particularly BTS's album ARIRANG, contributed to the increase, the trend is broader. Even without K-pop, CD sales rose 6.7%. Overall physical album sales, including LPs, CDs, and cassettes, climbed 7.8% to 38.2 million units. A notable shift is observed in younger listeners; 60% of Gen Z now favor music from the 1990s or earlier, a substantial rise from 18% in 2021.

Physical music sales are also shifting geographically, with Target and Walmart showing the largest gains, capturing nearly 30% of the market. This growth is largely attributed to K-pop's collector culture, with artists like BTS, ENHYPEN, and ATEEZ releasing deluxe and exclusive editions. CDs are evolving beyond music playback to become collectibles and fan merchandise, reflecting a new chapter in the physical music revival.