Live Music

Music fans oppose dynamic pricing, priced out of gigs according to research

Featured image credit: Jade Masri on Unsplash

Music fans across Britain have been priced out of attending live music gigs, according to recent research from data and analytics group, YouGov. 

Research from YouGov showed that more than half of Britons also strongly opposed dynamic pricing when it comes to purchasing tickets. The survey demonstrated that 71% were against the idea, including 52% who ‘strongly’ opposed dynamic pricing in live music. 

The research from YouGov revealed that just 5% of those surveyed supported dynamic pricing, while younger people are generally less against the idea than those over 55. Some 51% of 18 to 24-year-olds opposed dynamic pricing compared to 74% of over-55s. 

Dynamic pricing was also better received by young people, with 15% supporting the system compared to 2% of over-55s. 

The price of tickets has also prevented nearly one in five Britons from attending a gig over recent years, according to the YouGov survey. Six in ten Britons (60%) have been to a live music concert, with 14% of those surveyed attending regularly. However, many said they are now being priced out of live music. 

Despite roughly a third of those surveyed (34%) responding they have not wanted to see a concert in recent years, just over half (51%) said that the price of the ticket stopped them from attending a gig at least once in the last five years. 

Some 18% said that it has happened frequently. 

Even outside the use of dynamic pricing, 77% of respondents said that the price to see live music is expensive, while 44% said that it is ‘very’ expensive. Three-quarters of those that attend gigs (75%) have paid more than £50 ($60/€57) for a concert ticket, including 36% that have spent more than £100 on a ticket. 

Some 9% of respondents said they paid up to £200 or more for a ticket to watch a concert. 

YouGov also asked its respondents what a fair price for a standard ticket to see a popular act at a large-scale concert would be, with just over half (53%) suggesting £40 or less. 

Further research from YouGov found that over a fifth of Britons have purchased gig tickets from unofficial sources. Overall, 18% of respondents said they have previously bought tickets from unofficial sellers, including 2% that said they purchased tickets from touts on the street outside the venue or event. A further 3% said they bought tickets from strangers and 8% from online resellers. 

The most common source of second-hand tickets was through friends and family, with 9% responding that they have purchased tickets this way. More than a third of those that purchased from unofficial sellers (36%) typically paid more than face value, including 13% who paid ‘considerably’ more.