The Future of Live Research Report | Exploring the new normal in the live events industry

Key findings from the report

• 1 in 3 plan to go to fewer live music events in 2023.
• Close to half (46%) of fans who haven’t been to a live music event in the past year say it’s because they can’t afford it. 
• No-shows are more commonplace and two in five consumers now buy tickets later than before the pandemic. 
• Despite their change in habits, two thirds of people (66%) say that the experience itself of live music events is the same as before the pandemic.
• Gen Z attendees were 1.5x more likely than average to have spent under £10 on their last night out, compared with Millennials and Gen Xers who were more likely than average to have spent between £50-£100 on their last night out. 

In addition to presenting the results from the survey, conducted with 1,003 live music attendees aged between 17 - 55 in the UK, the report explores the impact that the Covid pandemic - and now cost of living crisis - have had on both event organisers and live music fans. In exploring and quantifying the shifts occurring, the report provides insights into the ‘new normal’ - how the industry is rebuilding itself from the ground up. 

CM.com also interviewed five experts across the live music industry: Carly Heath (Night Time Economy Advisor, Bristol City Council); Michelle Manetti (DJ/Promoter, Fèmmme Frâiche), India Mansfield (Gen Z representative who turned 18 in 2020); Conor McTernan (Marketing & Programming Manager – AVA Festival & Up Productions) and Hannah Shogbola (Agent - UTA, Founder - DAJU).

Paul Everett, Head of Music & Live Events, CM.com said, “The findings from our report show what we have been experiencing on the ground, which is that consumer behaviour within live music is shifting rapidly. We’ve taken care to report honestly and accurately on what is happening right now. The pandemic was a time when collectivism and creativity flourished. This report provides insights which will keep the spirit of conversation and collaboration going as we navigate the new landscape together.”

Methodology

The findings in our report are based on a nationally representative survey of 1,003 live music event attendees (those who have attended at least one live music gig, concert or festival in the past three years), aged between 17 - 55 in the UK. Fieldwork took place in September 2022.

Alongside this primary quantitative data, we conducted interviews with five experts who work in the live music events industry to add depth and qualitative insights to our report. 

Carly Heath (she/her) - Night Time Economy Advisor, Bristol City Council

Michelle Manetti (she/they) - DJ / Promoter, Fémmme Frâiche

Hannah Shogbola (she/her) - Music Talent Agent, UTA

India Mansfield (she/her) - Gen Z representative who turned 18 in 2020

Conor McTernan (he/him) - Marketing & Programming Manager – AVA Festival & Up Productions

Hannah Shogbola (she/her) - Agent - UTA, Founder - DAJU