Study finds Gen Z cutting back on essentials to afford live music events

A recent survey of 2,000 adults revealed that nearly half of those aged 21-24 feel live music events like concerts and gigs are often too pricey for the average person to attend.

Despite feeling priced out, Gen Z isn't giving up on live music, with two-thirds having been to at least one gig in the past year, shelling out an average of £117 for a top-priced ticket.

To afford their musical outings, almost a fifth of young adults have scrimped on daily necessities, while over a quarter ditched a subscription service, and 15% admitted to spending more on gigs than their monthly utility bills. It comes after Paul Weller reveals the unusual reason he refuses to watch Oasis concerts.

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The research was initiated by Greene King in celebration of hosting the 'biggest pub gig ever', featuring a surprise set by Sam Ryder at The Anchor on London's Southbank, among 800 acts across its venues.

As part of the Greene King Untapped initiative, which aims to discover new musical talent, Eurovision sensation Sam Ryder performed a 35-minute set free of charge for attendees.

Sam Ryder, now Greene King's Head of Gigs, reflected on his roots: "Playing in pubs and smaller venues was where it all started for me, with intimate venues, borrowed PA systems, and a handful of pub-goers who might become fans."

He emphasised the importance of grassroots music venues, saying: "Grassroots music is at the heartbeat of the scene and those early gigs shaped who I am as an artist."

Ryder also highlighted the role these venues play in making live music accessible: "These spaces allow live music to be an experience available to everyone, that's why they're so important, and I'm stoked to be a part of the team helping to keep that alive."

The research also found that across the board, 40% of all adults surveyed feel they've been priced out of live music experiences – missing an average of three gigs in the past year alone. Meanwhile, half have been left disappointed after wanting to catch a musical act but finding tickets had sold out at lightning speed.

The findings further showed that 53% consider live music ticket costs to be unjust, with 67% believing prices have reached unreasonable levels in recent times. A substantial 61% stated they'd attend far more concerts if they were more affordable.

The study additionally uncovered that 41% feel most energised when experiencing live music, whilst 63% acknowledged that the buzz of a live show simply can't be replicated through digital means.

Furthermore, 38% have experienced the fear of missing out after spotting concert footage on social media for events they couldn't make it to.

Zoe Bowley, managing director at Greene King Pubs, said: "Pubs have long been the heartland of grassroots music, a place where emerging talent takes root, stars are born, and communities come together. It's where British people do what they do best: connect, celebrate, and create lasting memories."