Brits spend an average of 379 hours a year listening to music alone—two thirds of all playtime. A poll of 2,000 adults who regularly listen to music found that the experience has become increasingly solitary, with 11% admitting they never listen with others. Most people consume music through headphones or in the car rather than sharing it; only 8% of all music listening happens at live events.
Live Music's Unique Neural Impact
Neuroscientist Dr Julia Jones, also known as Dr Rock, says there's growing evidence that shared live music experiences can extend healthy life. She explains that live performances strengthen memory, emotional connection and social bonding. “The sensory effect of your entire body being immersed in sound vibrations generated by a live musician performing in front of you has deep impact and can create memories and friendships that last a lifetime. Solo listening simply cannot match this neural effect.”
Nostalgia for Communal Listening
Over-35s believe music was a far more communal experience in the 1990s. Many miss the days before streaming platforms and algorithms, with 30% saying discovering new music was more enjoyable then. The research revealed that back then, 33% listened to music with others much more regularly, and 24% remember creating and sharing mixtapes with friends.
Benefits of Attending Live Events
While only 34% of Brits currently attend gigs or concerts, those who do enjoy lasting benefits. The research found that 32% said their most memorable music experiences happened in person rather than through streaming. Meanwhile, 31% reported that live music helps them feel more present, 29% believe it boosts their mood more than listening at home, and 25% said experiencing music with others makes them feel more connected to friends.
Discovering New Artists
Those who attend live music events discover four times as many new artists as those who never go. More than a quarter (26%) said seeing an artist perform at a small or grassroots venue could turn them into a lifelong fan—almost matching the influence of a major arena show (29%) and far outweighing the impact of an algorithmic recommendation (5%). After seeing an artist live, 31% have gone on to see them again, 29% became a fan, 27% recommended the artist, and 27% discovered a song that became an all-time favourite.
Affordability and the Greene King Campaign
Two thirds (64%) believe major concerts have become too expensive, and more than a quarter (27%) are looking for more affordable entertainment this summer. Greene King commissioned the research as part of its Live at Your Local campaign, backed by McFly star Danny Jones. The campaign will see 900 artists perform at free live music events in pubs across the UK this summer.
Andrew Gallagher from Greene King pubs said: “It's clear from the research that many people want to break out of their musical comfort zones and enjoy more shared experiences, but cost and accessibility can often stand in the way. That's exactly why we've created Live at Your Local. By bringing free live performances to Greene King pubs across the UK, we're making it easier for people to discover new artists, support grassroots talent and experience the atmosphere and excitement that only live music can create. Whether it's finding your next favourite band or simply enjoying a great night out with friends, we hope our events help bring people back together through music.”
