As fears of a recession continue to weigh on American consumers, one industry seems to be defying the economic downturn: live concerts and entertainment. While many sectors are grappling with financial uncertainty, the concert industry is seeing robust demand, with millions still eager to experience live performances, despite the rising costs.

Recent reports indicate that nearly 60% of Coachella attendees purchased tickets using payment plans. This trend highlights a growing willingness among consumers to take on debt to attend concerts and other live events. The demand for such experiences is so strong that even the increasing prices of tickets are not dissuading concertgoers.

In fact, the cost of attending a concert has surged in recent years. According to Pollstar, the average cost of a concert ticket in 2024 reached $135.92, marking a significant jump from previous years. Despite these higher costs, consumers are continuing to spend, with Billboard reporting that credit card holders averaged $300 per month on live events between May 2024 and April 2025. This figure points to an enduring appetite for live entertainment, even as broader economic pressures mount.

A particularly interesting trend is emerging among Gen Z concertgoers. According to a Cash App survey, over 2,000 American adults participated in a study conducted by The Harris Poll, which found that the younger generation is particularly eager to spend big on their favorite artists. On average, Gen Z concertgoers spent $2,100 on concert tickets over the past two years. Even more striking is the fact that 75% of them are willing to pay premium prices for resale tickets, a significant indication of their passion for live events.

However, the financial reality of this spending is not always aligned with their means. A notable 19% of Gen Z respondents admitted to spending more on concert tickets than they could actually afford. This willingness to overspend reflects a broader trend in which memorable experiences are prioritized over financial restraint.

Lindsay Bryan-Podvin, LMSW and Cash App’s Financial Therapist, weighed in on this behavior, noting, “Gen Z’s ‘do it for the plot’ approach to life may be eclipsing the Millennial YOLO when it comes to spending on music-centric experiences. While saving for a house might feel out of reach, a weekend festival is doable. I love that they’re spending in line with their values like community, experiences, and memory-making, but I always encourage topping off emergency savings while saving for epic shows.”

The juxtaposition between wanting to create lasting memories and financial responsibility creates an interesting tension for younger consumers. As Gen Z prioritizes experiences, it may also be shaping future financial habits, with many leaning into credit or payment plans to fund their passions. While their enthusiasm for live entertainment may continue to drive the sector forward, experts like Bryan-Podvin remind us that balancing those experiences with sound financial planning will be crucial as the economic landscape evolves.

In the face of economic anxiety, one thing is clear: live concerts and entertainment are thriving, and consumers are willing to go to great lengths to enjoy them. Whether it’s through payment plans, credit card debt, or paying for premium tickets, the desire to engage with music and live events remains a top priority for many—especially among Gen Z.