LIVE study highlights ‘battle for next generation’

The pandemic’s impact on young people’s concert-going habits has been made clear by the latest study by UK live music industry umbrella group LIVE.

LIVE’s Deep dive into consumer trends Q2 report is based on a nationally representative survey carried out by insight agency Opinium, which collected 2,000 responses in November 2022 and a further 2,000 responses in April this year.

While the previous report highlighted how a section of customers had got out of the habit of attending gigs…

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