Gen Z concertgoers are spending more on live music than millennials in the United States, according to new data from entertainment analytics company Luminate.
The company’s latest Live Music 2026 report found that Gen Z attendees spent an average of $101 (£75) per month on live music during the first quarter of 2026. By comparison, millennials spent an average of $94 (£70) per month, despite historically being the industry’s highest-spending demographic.
The findings suggest younger fans are becoming increasingly willing to invest in concerts and festivals, even as ticket prices continue to rise.
Gen Z’s attitude towards ticket prices is changing
Ticket prices remain the biggest barrier to attending concerts across all age groups. However, resistance to higher prices appears to be easing among younger fans.
Luminate found that 57 per cent of Gen Z respondents cited ticket costs as a barrier to attending live events in the first quarter of 2026. While still a majority, the figure has fallen sharply from 75 per cent in the first quarter of 2024.
Travel costs are also becoming less of a concern for younger concertgoers, indicating that more fans are prepared to travel to see artists perform.
Younger fans are attending more concerts
The report also found that Gen Z audiences are going to more live events than they were two years ago.
Attendance at two concerts per year among Gen Z respondents increased from 29 per cent in the first quarter of 2024 to 37 per cent in the first quarter of 2026. At the same time, the percentage attending just one concert annually declined by 10 percentage points.
The trend suggests live music is becoming an increasingly important part of how younger audiences choose to spend their disposable income.
Concerts are becoming experiences and travel destinations
Luminate concluded that younger fans are becoming more comfortable with spending larger amounts on live entertainment, prompting the industry to respond with bigger productions and more experience-driven events.
The report stated:
“Younger fans are becoming more comfortable with spending big, and the industry has responded with bigger shows, more experience-based offerings and live infrastructure in emerging markets with existing tourist demand.”
The findings also reflect the growing trend of music tourism, with fans increasingly willing to travel to different cities and countries for major concerts and festivals.
Gen Z’s influence extends beyond ticket sales
Recent industry research has repeatedly highlighted the importance of younger audiences to the live sector.
Last year, entertainment giant AEG released research claiming that Gen Z is leading a resurgence in superfandom, while Live Nation’s Love Song 2026 study in Australia found that fandom and live experiences are central to the generation’s identity.
For promoters, artists and brands, the value of Gen Z extends beyond what they spend on tickets. Their enthusiasm for live experiences is helping shape the future of the concert business, influencing everything from event formats and touring strategies to partnerships and destination events.
