A recent study from PayPal reveals that a significant portion of Americans are eager to return to live music events in 2026, with 38% expressing their intention to attend a concert or festival in that year. This surge in enthusiasm for live performances coincides with the aftermath of the pandemic and the ongoing resurgence of major music festivals, such as Coachella, which has recently seen its second weekend of activities.
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The findings of PayPal’s survey delve into the lengths to which individuals are prepared to go in order to secure tickets for their favourite artists. Notably, one in ten respondents indicated they would reduce their monthly grocery budget to facilitate attending a concert. This statistic highlights the prioritisation of live entertainment over essential expenses among concertgoers.
Further insights from the study reveal that 21% of Americans would temporarily delete dating apps for one month to afford a concert ticket. The younger generations, in particular, seem more willing to sacrifice their digital lives; 19% of Millennials stated they would eliminate all social media apps for a month, while 16% of Generation Z members agreed to do the same. This trend underscores the culture of valuing live music experiences above digital connectivity.
In addition, nearly 19% of survey participants indicated they would pause their streaming subscriptions to allocate funds for concert attendance. Around 32% suggested they would refrain from dining out to save up for tickets, while 30% revealed they would avoid purchasing new clothing and shopping in general. Moreover, 26% stated they would cancel nights out with friends in favour of concert attendance.
The survey findings also highlighted demographic trends, with 49% of Gen Z respondents and 45% of Millennials planning to immerse themselves in live music. Among Millennials, 18% expressed a willingness to spend $500 or more on concert tickets within the year, indicating a robust commitment to experiencing live performances.
Amidst rising ticket prices, PayPal offers various payment options to facilitate access to concerts, such as “Buy Now, Pay Later” schemes and interest-free credit facilities. The average concert ticket price reached £132 last year, driven by factors like dynamic pricing and ticket scalping, as noted by Pollstar and reported by Rolling Stone. Randy Nichols, a board member of the National Independent Talent Organization (NITO), voiced concerns about these escalating costs, stating, “Fans will pay less money when bots stop buying all the tickets and marking up the price.”
Additionally, a recent report from Airbnb points to an increase in concert-related travel. Internet searches for Coachella witnessed a staggering rise of over 70%, particularly towards the end of September 2025, synchronising with the announcement of the festival’s line-up. Airbnb noted that major tour stops, such as in Boston, have seen spikes in guest searches, indicating a growing enthusiasm among fans to travel for live shows, especially since many artists are embarking on their first headline tours since pre-pandemic times.
This summer promises an exciting array of performances from some of the world’s most renowned artists, including BTS, Demi Lovato, Bruno Mars, Cardi B, and Ariana Grande. Furthermore, Harry Styles’ exclusive residency at Madison Square Garden and Bad Bunny’s European shows are generating considerable anticipation among music lovers.
As the concert season progresses, it is evident that the desire for live music experiences continues to flourish, despite the financial sacrifices that many are willing to make. In this vibrant landscape of reunions and performances, the passion for attending concerts is set to shape the entertainment industry in the years to come.