A new study of 2,000 adults has found that six in 10 Gen Zs believe music gigs are overpriced, with 46% of 21-24 year olds saying concerts feel out of reach for most people. Despite this, 67% of Gen Z attended at least one gig in the last 12 months, spending an average of £117 on a single ticket.
To afford tickets, nearly one in five young adults (18%) cut back on essentials, while 26% cancelled a subscription. Some 15% claimed they paid more for a live music event than they pay in bills each month. Overall, 40% of all adults polled feel they have missed out on live music due to high ticket prices, missing an average of three events in the last year.
The study was commissioned by Greene King, which held the 'biggest pub gig ever' with Sam Ryder performing at The Anchor on London's Southbank. The Eurovision star, now Greene King's Head of Gigs, said: 'Playing in pubs and smaller venues was where it all started for me... Grassroots music is at the heartbeat of the scene.'
The research also revealed that 53% believe live music ticket prices are unfair, with 67% saying they have become unreasonable in recent years. Some 61% said they would go to more gigs if they were cheaper. Additionally, 41% feel most alive when at a gig, and 63% say the energy of a live performance doesn't come across digitally.
