A study of 2,000 adults found 46% of 21-24 year olds went as far as to say they believe concerts and gigs can feel out of reach for most people.
Despite this, Gen Z are determined to make it work, with 67% attending at least one gig in the last 12 months, with the most being spent on a single ticket coming out at an average of £117.
To cover the cost, nearly one in five young adults (18%) cut back on essentials, while 26% cancelled a subscription, with 15% claiming they paid more for a live music event than they pay out in bills each month.
The study was commissioned by Greene King as it held the ‘biggest pub gig ever’ – with Sam Ryder putting in a surprise performance at the iconic pub The Anchor on London’s Southbank, as one of 800 acts to take to the stage.
As part of Greene King Untapped, a competition to search for the next big music talent, Sam played a 35-minute set, which was free for fans to watch.
The Eurovision star, who has also been appointed the pub chain’s Head of Gigs, said: “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.
“Grassroots music is at the heartbeat of the scene and those early gigs shaped who I am as an artist. 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 study also revealed that overall, 40% of all adults polled feel they have missed out on live music due to high ticket prices – an average of three events in the last year. While half have wanted to attend a music event but couldn’t due to tickets selling too quickly.
It also emerged 53% believe live music ticket prices are unfair with 67% of the belief they have become unreasonable in recent years. With 61% claiming they would go to more gigs they were lower cost.
The research also revealed 41% feel most alive when they go to a gig, with 63% admitting the energy of a live performance doesn’t come across in the same way digitally. And 38% have suffered FOMO after seeing a concert on social media that they were unable to attend.
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.”