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YPulse Explains: Gen Z’s Ticketmaster Wars

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Gen Z loves live music, but skyrocketing prices and a frustrating ticket-buying process are reshaping how they experience concerts, or cutting them out...

TL;DR

  • Buying concert tickets has become far more difficult for Gen Z than it was for previous gens
  • The majority of Gen Z think concert tickets are too expensive, and many have stopped trying to get them altogether
  • Artists and brands have an opportunity to rebuild trust in live music by making it more accessible
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,...

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