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New data from global research company GWI indicates that young people are reducing the number of festivals they attend or avoiding them completely in 2025.
It looks like live music could be on the decline, at least in the UK.
New research by GWI suggests that Gen Z are less interested in live music than they were six or so years ago before the pandemic began. 19% of Gen Zers say they’re either reducing the number of festivals they attend this year or avoiding them entirely.
In addition, only 39% of those surveyed said they were interested in going to festivals. This is a drop from 2019, when 46% stated they wanted to attend live music events. Only 29% of Gen Z actively seek out live music in 2025.
So, what gives? One reason for the drop could simply be the cost. As we mentioned a few weeks ago, the price of concert and festival tickets has risen dramatically in the past five years.
If you’re hoping to catch a top-tier artist at London’s O2 arena, for example, you’ll be expected to fork over at least £120, and that’s before all the booking fees are added at checkout.
Another cause could simply be that Gen Z are getting older.
While we’re not suggesting that they’re too old for concerts, more of this generation will be focused on careers, families and trying to get onto the property ladder compared to six years ago.
Financial responsibility and sensible spending may be a greater priority, particularly in a post-pandemic world where there is a greater sense of unease and instability.
Interestingly, GWI noted in its report that Gen Z are increasingly attending festivals and live shows with their parents. 31% of those surveyed said they visited a live music event with their parents in the last twelve months.
Streaming may also play a role in declining live music interest. With so many options available for watching concerts as they happen in high definition for free or at a low cost, it is much more economical to tune in rather than actually show up. Over one third of the UK watched Glastonbury live on the BBC in 2023, for example.
Streaming also gives young people access to every artist around the world, with full control over what they listen to.
This focus on playlists and diversity means that many Gen Zers are less inclined to loyally follow one musician or act, instead dipping in and out of multiple genres and projects.
