A new study has found that people are spending more time listening to music alone, but those who attend live music events discover four times as many new artists as those who never go
Music fans spend 379 hours annually listening in alone – representing two thirds of their total listening time. A poll of 2,000 adults who regularly listen to music found the experience has become something they increasingly do alone, with 11% admitting they never listen to music with other people.
Most people listen to songs through their headphones or while in the car rather than as part of a shared experience – in fact, only 8% of all music listening happens at live events. Those who attend live music events discover four times as many new artists as those who never go.
Over-35s believe music was a more communal experience in the 1990s. Many miss the days before streaming platforms and algorithms, with 30% saying discovering new music was more enjoyable then, than it is today. The research revealed, back then, 33% listened to music with others much more regularly and 24% remember creating and sharing mixtapes with friends.
Greene King commissioned the research as part of its Live at Your Local campaign. Backed by McFly star Danny Jones, the campaign will see 900 artists perform at free live music events in pubs across the UK this summer.
Neuroscientist Dr Julia Jones, also known as Dr Rock, said: “There’s growing evidence that shared live music experiences can extend your healthy life.”
She explained that live performances strengthen memory, emotional connection and social bonding.
“The sensory effect of your entire body being immersed in sound vibrations generated by a live musician performing in front of you has deep impact and can create memories and friendships that last a lifetime. Solo listening simply cannot match this neural effect.”
While only 34% of Brits currently attend gigs or concerts, the research suggests those who do enjoy lasting benefits. The OnePoll data found 32% said their most memorable music experiences happened in person rather than through streaming or recorded music.
Meanwhile, 31% reported that live music helps them feel more present, 29% believe it boosts their mood more than listening at home, and a quarter (25%) said experiencing music with others makes them feel more connected to friends.
More than a quarter (26%) said seeing an artist perform at a small or grassroots venue could turn them into a lifelong fan – almost matching the influence of a major arena show (29%) and far outweighing the impact of an algorithmic recommendation (5%).
After seeing an artist perform live, 31% have gone on to see them again, 29% became a fan, 27% recommended the artist to someone else, and more than a quarter (27%) discovered a song that went on to become one of their all-time favourites.
Two thirds (64%) believe major concerts have become too expensive, more than a quarter (27%) are looking for more affordable entertainment this summer.
Andrew Gallagher, from Greene King pubs, said: “It’s clear from the research that many people want to break out of their musical comfort zones and enjoy more shared experiences, but cost and accessibility can often stand in the way.
“That’s exactly why we’ve created Live at Your Local. By bringing free live performances to Greene King pubs across the UK, we’re making it easier for people to discover new artists, support grassroots talent and experience the atmosphere and excitement that only live music can create.
“Whether it’s finding your next favourite band or simply enjoying a great night out with friends, we hope our events help bring people back together through music.”
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