Live music remains one of the most powerful cultural experiences in Britain—but securing tickets can come at a surprising cost. New research commissioned by Jack Daniel’s & Coca-Cola reveals the extraordinary lengths fans across the UK go to just for a chance to see their favourite artists perform live.
The nationwide study of 2,000 music fans exposes what researchers call a “hidden toll” of dedication, frustration and persistence when it comes to securing concert tickets. According to the findings, British concertgoers collectively lose an estimated 56 million hours each year waiting in ticket queues—equivalent to more than 6,400 years spent refreshing screens and watching countdown timers.
The Growing Battle for Concert Tickets
For many fans, buying tickets has become almost as intense as the concert itself. The study found that 21% of fans regularly miss out on tickets despite making significant efforts to secure them.
Early mornings are also part of the routine. More than a quarter of fans (27%) say they have woken before 6am to join an online queue when tickets go on sale.
But the sacrifices don’t stop there. The research reveals:
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32% have travelled more than 150 miles to attend a concert
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14% have paid over £200 for a single ticket
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31% save for three months or more to afford a show
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32% have turned to third-party resale sites, often paying inflated prices
These figures highlight how deeply embedded live music is within British culture—and the lengths fans are willing to go to experience it.
The Strategies Fans Use to Beat the Queue
With demand for tickets continuing to surge, fans have developed elaborate strategies to improve their chances.
More than half (54%) say they constantly monitor their devices during ticket releases, while 25% use multiple devices at once in the hope that one will make it through the queue.
A particularly popular tactic is the so-called “Wolf Pack” approach, where groups of friends coordinate efforts. Around 50% of fans team up with friends, each joining queues on separate devices to increase the odds of success.
Other common strategies include:
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Saving payment details on ticket sites in advance (20%)
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Joining official fan clubs for presale access (20%)
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Participating in dedicated social media groups to exchange tips (18%)
When the effort finally pays off, fans say the feeling is unmatched—63% feel excited after securing tickets, while 45% say their main emotion is simply relief.
Britain’s Most Dedicated Ticket Hunters
The research also revealed regional “hotspots” for determined ticket buyers. Fans in Coventry (43%), Birmingham (38%), and Newcastle upon Tyne (36%) were found to be the most likely to wake before 6am to secure tickets.
The study also uncovered a generational element. Around 22% of parents admit to spending hours in online queues just to secure tickets for their children, highlighting how live music enthusiasm spans generations.
A Chance to Skip the Queue
To reward the dedication of music fans, Jack Daniel’s & Coca-Cola has launched its “Live From” campaign, offering fans the chance to win major live music experiences without battling the usual queues.
By purchasing promotional Jack Daniel’s & Coca-Cola cans, scanning the QR code and entering the competition, fans could win tickets to some of the most in-demand concerts at Wembley Stadium connected by EE.
Ioanna Topali, Marketing Director for Alcohol Ready-to-Drink at Coca-Cola, said the campaign was designed to celebrate the passion of UK music fans.
“The findings from our research confirm what we’ve always known: the passion of music fans is unrivalled. Seeing the incredible lengths people go to—from saving for months to carefully coordinated strategies with friends—is a testament to the nation’s deep love for live music.”
She added that the campaign aims to reward that dedication by offering fans a chance to skip the queue and head straight to the music they love.
Fans can learn more and enter the promotion by scanning QR codes on cans nationwide. The campaign runs until 29 June 2026.
