Customer engagement platform CM.com has launched a brand-new report summarising the results from a nationwide survey looking at the shifting attitudes and behaviours of live music fans in the UK.
The Future of Live Music report finds that one in three plan to go to fewer live music events in 2023, while close to half (46%) of fans who have not been to a live music event in the past year said it is because they cannot afford it. CM(.com)’s study identified that despite a change in habits, two thirds of people (66%) said that the experience itself of live music events is the same as before the pandemic.
The report, which surveyed more than 1,000 live music event attendees aged 17-55, also collected valuable data on consumer spending and no-shows. View the report here.
Paul Everett, head of music and live events at 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.”
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.
No-shows are more commonplace and two in five consumers now buy tickets later than before the pandemic.
As well as interviewing people who had been to a live music event in the past three years, 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).