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.
- 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, said,
"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"
Sarah-Jane Outten
Sarah-Jane went on to say, "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"
Notes to Editors: This online survey of 2123 UK adults aged 18 plus was commissioned by MyVoucherCodes and conducted by YouGov in accordance with the Market Research Society's code of conduct. Data was collected online between 21st - 22nd August 2025, and the figures have been weighted and are representative of all UK Adults (aged 18+). All participants are double-opted in to take part in the research and are paid an amount depending on the length and complexity of the survey. This survey was overseen and edited by the YouGov research team. YouGov is a member of the British Polling Council (BPC), the UK polling industry's self-regulatory body. About MyVoucherCodes: MyVoucherCodes is a market-leading voucher, coupon and discount deals website based in the UK. It has around five million consumer members who receive daily emails featuring the best selection of deals, vouchers, and offers from a wide range of retailers, including fashion, beauty, restaurants, electronics, and many more. It works with more than 2,500 retailers to offer more than 25,000 voucher or discount codes. Media Contact: Sarah-Jane Outten, PR Specialist, sarah-jane.outten@futurenet.com
