Live events

YouGov poll: Half of Britons strongly oppose dynamic ticket pricing

According to a new YouGov poll, music fans are paying more than they bargained for to see their favourite acts play live following the introduction of dynamic ticket pricing.

Taylor Swift and Harry Styles are among the pop superstars to have set concert prices soaring by agreeing to sell tour tickets at a price that fluctuates with demand.

Figures from the YouGov survey suggest that a large majority of Britons (71 per cent) are against the idea, including 52 per cent who “strongly” oppose dynamic pricing in live music.

Online seller Ticketmaster says the introduction of dynamic pricing will support artists and help it to tackle ticket touts.

But just five per cent of the public support the system, which has been criticised for leaving fans paying over the odds for concert tickets.

Younger people, however, are generally less against the idea than an older demographic – 51 per cent of 18 to 24-year-olds oppose dynamic pricing, compared to 74 per cent of over-55s.

According to the poll, many respondents say they are being priced out of the live music scene.

Even outside of surge pricing, more than three-quarters of Britons (77 per cent) believe the price to see live music is expensive, with 44 per cent saying it’s “very” expensive.

Three-quarters of the gig-going public (75 per cent) have paid more than £50 for a concert ticket, including 36 per cent who spent more than £100 on a ticket and nine per cent who stumped up £200 or more.