Gen Z loves live music, but getting into concerts has become the hardest part of seeing their favorite artists. YPulse’s Music data shows 74% of 13-24-year-olds like going to live music events. But for many, buying tickets means entering the “Ticketmaster wars”—wading through endless online queues full of bots, website crashes, dynamic pricing, hidden fees, and resellers before they even make it to checkout. The result is that live music, particularly the big events everyone wants to be at, is less accessible and way more expensive for Gen Z. Not even a presale code can guarantee their success, something fans of BTS, Ariana Grande, and more know all too well. This isn’t exactly a new phenomenon (YPulse covered surge pricing during the Eras Tour back in 2023), but it’s become expected, and that’s changing how Gen Z thinks about attending concerts in the first place. In YPulse’s Music survey, we ask 13-24-year-olds about how they’re responding to all the barriers to live music. Our data reveals how today’s ticket-buying...
- Article
