Six in 10 Gen Z List Live Music as ‘Overpriced’ — But They’re Still Paying for It
CHICAGO — For many young music fans, the thrill of a live concert is worth the financial sting — even if they think ticket prices are too high. A recent survey of 2,000 adults found that six in 10 Gen Z listeners believe concerts and gigs are overpriced, but that hasn’t stopped them from showing up.
High Costs, Higher Commitment
The study, commissioned by Greene King as part of its Untapped competition to find new music talent, shows that 46% of 21–24-year-olds feel live music events are out of reach for most people. Yet, 67% still managed to attend at least one gig in the past year — with the average highest price paid for a single ticket hitting £117.
Some young adults are making significant trade-offs to afford their favorite shows:
- 18% cut back on essentials
- 26% cancelled a subscription service
- 15% admitted to paying more for a concert ticket than their monthly bills
Sacrifices for the Soundtrack of Life
The research also revealed just how determined Gen Z is to stay connected to live music. Many are prioritizing the experience over other spending, choosing the energy of the crowd, the sound of live instruments, and the shared moments with friends over more practical financial choices.
“Even if the prices feel steep, there’s something about live music that makes it worth it,” one respondent noted. “You can’t put a price on those memories.”
Greene King’s “Biggest Pub Gig Ever”
To spotlight emerging talent and give fans a cost-free way to enjoy music, Greene King hosted the “biggest pub gig ever” at The Anchor on London’s Southbank. Sam Ryder surprised fans with a 35-minute set — one of 800 performances across the UK as part of the Untapped initiative. For fans lucky enough to be there, it was a rare chance to see a top-tier act without spending a dime.
The Bigger Picture for Live Music
Industry analysts say this balancing act — fans feeling priced out yet unwilling to miss out — reflects the shifting economics of live entertainment. Rising production costs, high demand, and limited venue capacity have driven up prices, but the cultural pull of live music remains strong.
With festivals, stadium tours, and intimate gigs continuing to sell out, it’s clear that Gen Z will keep finding ways to make room in their budgets for live music — even if it means cutting corners elsewhere.
Are you one of the fans making sacrifices for concerts? Share your story in the comments at ChicagoMusicGuide.com and let us know how far you’d go for your favorite artist.