Britain has a secret superpower. We are, by any measure, one of the world’s great gig-going nations. Independent research commissioned by Cadbury reveals that the average Brit has been to 12 live concerts in their lifetime. Almost half the population (42%) went to at least one show last year. And 59% have been to a live gig in the past five years. Not occasionally. Not reluctantly. With passion, with loyalty, and with a devotion that crosses every generation, every region and every genre.
This is not a nation that needs persuading to love live music. It already does. And today, Cadbury – the nation’s favourite chocolate brand (rated #1 Britain’s Biggest Brand by The Grocer 2026) – is joining the party. Announcing a nationwide partnership with Academy Music Group, Ticketmaster and Camp Bestival presented by Debenhams, Cadbury is launching Gift a First Gig a celebration of live music and a call to share it with someone who has never experienced it before.
Cadbury is here to throw open the doors of a party that is already in full swing and make sure a few more people get to walk through them.
Fans can enter by visiting @CadburyUK on Instagram to nominate someone who deserves their first gig experience. The initiative will run across Cadbury’s digital channels and through Ticketmaster.
Cadbury ambassador and England Women’s football captain, Leah Williamson – who plays the piano and is a frequent gig-goer – is backing the partnership and the Gift a First Gig promotion.
Leah Williamson, Cadbury Ambassador and England Women’s Football Captain, said: “Music is a huge part of life in this country, and for me personally, I love listening in the changing room or getting out to gigs. Having an eclectic music taste has meant I’ve shared moments at gigs with lots of different people, of all ages and from all walks of life. There’s nothing quite like being part of a crowd. It is really cool to see Cadbury helping more people share that experience for the first time.”
The numbers that prove it: Britain’s love affair with live music
The scale of Britain’s appetite for live music is remarkable. This is not a niche pursuit or an occasional treat; it is woven into the fabric of everyday life. 62% of music fans say attending live music events is more rewarding than any other form of live entertainment. 50% of the population say music plays a bigger role in their life than ever before, rising to two thirds of Gen Z. Live music is not a phase. It is a lifelong relationship.
Gen Z are driving the next chapter
If Britain is already a great gig nation, Gen Z are the generation taking that love to a new level with three quarters (76%) attending a music concert at least once a year – making live music a near-annual ritual for the vast majority. 86% listen to music daily, with 69% tuning in two to three times a day.
Crucially, Gen Z are not just consuming more, they feel it more deeply. 69% of Gen Z music fans say music has become more central to their lives, and 70% say attending live music events are more rewarding than other live entertainment options. This is a generation for whom live music is not a leisure activity. It is a way of life.
They are also, remarkably, starting earlier. A quarter of Gen Z (26%) say they attended their first ever concert before the age of 11 – compared with just 3% of older generations. The gig has become a feature of childhood in a way it never was before.
A first gig is a rite of passage, not just a night out
For most Brits, a first gig is a milestone. More than half (56%) attended their first concert before adulthood, with 43% going for the first time between the ages of 12 and 17. The most common window is 15 to 17 – the years when music becomes identity, and a live show becomes a memory carried for life.
And it is not just the artist that makes it special. Three quarters of UK music fans (75%) say they go for the atmosphere, excitement and experience of live music. It is also an experience built for sharing. 56% of UK music fans say music helps them feel connected to their community – a figure that rises to 68% of Gen Z and 71% of Millennials.
Gigs are already the nation’s most wanted gift
Brits already know that a gig is not just a night out, it is something worth giving. 1 in 3 music fans (34%) say they attend live events as a special occasion or treat. 45% say they would love to receive music concert tickets as a gift, making them one of the most coveted presents in the country, above cinema tickets, theme park trips and sports events.
And the appetite for brands to play a generous role in music is clear: 56% of UK music fans say they are more likely to buy from a brand that brings kindness and generosity into music. Gift a First Gig is Cadbury’s answer to that invitation a campaign rooted in the same Glass and a Half spirit of generosity that has defined the brand for two centuries.
Wales leads the way: the UK’s most music-loving regions
The gig nation stretches the length and breadth of the country. Wales tops the regional table, with fans averaging 14 concerts in their lifetime – well above the national average of 12. The full ranking:
· Wales — 14 gigs on average | Favourite genre: 80s Music
· East Midlands — 13 gigs on average | Favourite genre: 90s Music
· South West — 13 gigs on average | Favourite genre: 80s Music
· West Midlands — 13 gigs on average | Rock
· Yorkshire — 12 gigs on average | Favourite genre: 80s Music
· Scotland — 12 gigs on average | Favourite genre: 80s Music
· East of England — 12 gigs on average | Favourite genre: Rock
· London — 12 gigs on average | Favourite genre: Hip-hop / rap
· North East — 11 gigs on average | Favourite genre: 80s Music
· Northern Ireland — 11 gigs on average | Favourite genre: Rock
· North West — 11 gigs on average | Favourite genre: Rock
· South East — 10 gigs on average | Favourite genre: 80s Music
The sound of a nation: what Britain is listening to
Britain’s musical identity is rich, diverse and deeply rooted. On average, Brits enjoy five different genres, and the breadth of taste reflects a nation that has always had music at its heart. Nationally, 80s music leads the way, followed by 90s music and Rock. But preferences shift fascinatingly across generations:
· Gen Z: Hip-hop/Rap, R&B/Soul, 90s
· Millennials: Hip-hop/Rap, 90s, R&B/Soul
· Gen X: 80s, 90s, Rock
· Baby Boomers: 50s, 60s & 70s, 80s, Rock
The thread that runs through it all: music is inherited
Behind Britain’s gig-going culture lies a story of inheritance. 42% of UK music fans say they developed their parents’ music taste, and among under-40s the figure rises to 58%, more than double the rate of over-40s (25%). Among males aged 25–34, it climbs to 68%. The music was given first. Gift a First Gig is the chance to give something back.
55% of UK music fans say they love to support local music artists or go to local gigs. 56% say music helps them feel connected to their community. Live music is not just entertainment in this country. It is how Britain comes together.
Capturing the moment
In a nation this obsessed with live music, it is no surprise that people want to relive the moment. Many Gen Z fans see filming as a natural part of the live experience, with 42% saying people should be free to record as much as they like. Across the wider audience, preferences vary – about a quarter of Boomers (24%) are comfortable with filming a favourite song.
Fans who attend shows more often are also more likely to see filming as part of the experience. Around 68% of fans attending every two weeks say filming is fine, compared with 56% of those who go every few months and 55% of once-or-twice-a-year attendees. Taken together, the data shows that many fans today feel capturing the moment is simply another way they participate in the experience.
Through its partnership with Academy Music Group, Ticketmaster and Camp Bestival presented by Debenhams, Cadbury will bring the Gift a First Gig campaign to life across the UK’s live entertainment landscape – from venue moments and ticket promotions to family-friendly festival experiences.
As part of the collaboration, gig-goers will also be able to purchase Cadbury favourites – including Dairy Milk, Buttons and Twirls – at O2 Academy venues nationwide. Later in the partnership, Cadbury will provide further opportunities to gift live music tickets with Ticketmaster and Camp Bestival presented by Debenhams.
Fans can win gig tickets now via @CadburyUK on Instagram.
