Gen Z’s price sensitivity declining despite concert costs rising
A new report from Luminate Intelligence reveals the growing value for live experiences for younger audiences, as Gen Z outspend millennials
News By Hanna Ellington | 10 July 2026
While high ticket prices remain the biggest barrier to attending live music events, a new Luminate survey suggests Gen Z – the highest-spending demographic for live music – is becoming less price-sensitive, highlighting the growing value younger audiences are placing on live experiences.
The findings come as part of Luminate Intelligence’s annual consumer insight study, the US Music 360 survey, which analyses music spending habits and industry trends among approximately 4,000 US residents.
According to the survey, Gen Z (born between 1997 and…
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