As demand for live entertainment continues to soar, a new study from ticketing platform Tixel reveals the extreme lengths young Brits will go to for a coveted ticket – including faking family emergencies and swerving major life events.
According to Tixel’s research, 51% of 25–34 year-olds have used a “family emergency” as an excuse to cancel plans and attend a live event instead. Among these, 10% even faked a funeral to avoid missing out. Meanwhile, 50% of 18–24 year-olds confessed to skipping work, to go to a gig.
The desire to see artists live also trumps family in some cases with 1 in 10 (10%) Brits saying they’d rather miss their sibling’s wedding than a once-in-a-lifetime concert, highlighting the value placed on live experiences in today’s culture. Additionally, 11% of Brits have taken annual leave so they could virtually queue for tickets, while 7% have pulled a sick day to secure them.
“For younger audiences, live events often aren’t just entertainment, they’re milestones. The data shows us that people are making them happen, even if it means bending personal or work plans to fit,” said Matt Kaplan, UK/EU Director at Tixel. “In a time when experiences and connection matter more than ever, these moments are non-negotiable, so much so that they sometimes come with a little white lie.”
The study also uncovered the emotional toll of trying to secure tickets. 1 in 7 Brits (14%) say that trying to get tickets to a sold-out gig or festival is more stressful than asking someone out on a date or attending a politically charged family dinner (12%). Additionally, among 25–34-year olds, 1 in 4 (25%) say they find online ticket queues more stressful than watching a penalty shootout in an England final.
Despite these high stakes, many fans remain spontaneous (or perhaps unprepared) as half of under 34s (51%) admitted to buying tickets to events without being certain they could even attend.
Tixel’s findings put a spotlight on the passion, and pressure, surrounding the UK’s live event culture, especially amongst younger fans. With demand showing no signs of slowing, the call for a ticketing experience that’s faster, fairer, and stress-free is getting louder. Tixel is answering that call with anti-fraud tech, fair pricing, and a smart waitlist that helps real fans score tickets to the shows they care about, minus the hassle.
“This research shows just how much live events matter in our lives, and how far the industry still has to go,” said Matt Kaplan, UK/EU Director at Tixel. “Fans deserve fairer, easier ways to get in, and that’s good news for promoters too. Because when the system works for fans, everyone wins.”