A new survey has revealed that while almost four in ten (39%) UK adults have attended a live music concert or gig in the last year, a significant number are feeling the pressure of rising costs, with the average fan spending £318 annually for standalone live music gigs/concerts in the past 12 months.
The study, conducted by MyVoucherCodes, shows that despite the cost-of-living crisis, live music remains a vital part of UK culture. The appetite for live events is particularly strong among the younger generation, with over half (54%) of 18-24-year-olds having attended a gig in the last 12 months.
However, the financial strain is evident. The research found that almost one in seven (14%) of all concert-goers have used BNPL services like Klarna, PayPal, or ClearPay to purchase tickets. This figure soars to almost a quarter (24%) among 25-34 year olds, suggesting that for many, the cost of a ticket has become unaffordable.
The findings also reveal how concert goers are saving money on tickets:
● Buying pre-sale or early-bird tickets: 22% of fans use this method to secure a better price
● Opting for cheaper seating: 19% choose tickets in less expensive parts of the venue.
● Attending midweek concerts: 11% of concert-goers save money by avoiding peak weekend events.
The research also uncovered some surprising generational trends:
● Travel for the ultimate gig: Almost one in ten (10%) of 45-54 year olds who attend concerts have travelled outside the UK to see an artist, highlighting a willingness among this age group to go the extra mile for a unique experience.
● The social connection: A fifth of 18-24-year-old concert goers say they attend gigs to connect with other fans of the same artist, underscoring the communal and social aspect of live music for this demographic.
● Filming vs. Experiencing: Nearly six in ten (58%) of 18-34 year old concert-goers film at least part of the event on their phone, a stark contrast to just 18% of those aged 55 and over, who are more likely to be present in the moment.
The overwhelming sentiment among fans is that the industry is becoming unaffordable. Almost eight in ten (79%) concert-goers agree that everyday fans are being priced out of attending live events.
Money and lifestyle expert, Sarah-Jane Outten at MyVoucherCodes told us…..
“2025 has been a momentous year for concerts in the UK. The industry’s biggest names, from Oasis to Stevie Wonder, have drawn in fans. But the data shows the cost of these gigs is pricing out loyal fans.
The reliance on BNPL and the search for cheaper tickets highlights a clear affordability issue that the industry needs to address if it wants to remain accessible to all music lovers”
