Britain’s concertgoers want better value, better views and fewer queues

As Harry Styles, Bruno Mars and Take That prepare to bring a summer of sold-out stadium tours to  London, new research by YouGov suggests audiences are far more concerned with comfort,  sightlines and avoiding queues than the latest venue innovations.

A YouGov survey of more than 2,000 UK adults, commissioned by leading venue consultancy JBC  Projects, found that after ticket cost, quality of view, ease of arrival and departure, seating comfort and  toilet provision were among the most important factors shaping the live event experience.

The findings suggest audiences are placing greater value on the fundamentals of a venue than many of the innovations currently being introduced across the sector.

While stadium, arena and theatre operators continue to invest in autonomous bars, mobile ordering platforms, venue apps and other technology-led initiatives, audiences remain focused on practical considerations such as comfort, visibility, accessibility and reducing time spent queueing.

Ticket price remains the single most important factor influencing attendance, with 76.7% of respondents identifying it as important when deciding whether to attend a live event. Quality of view ranked second at 71.2%, followed by ease of arrival and departure at 53.2%.

The 2026 SVB LIVE Conference & Exhibition – focused on elevating the live experience – is being hosted at Everton FC’s spectacular new Hill Dickinson Stadium on October 1st and 2nd, with an Opening Night Icebreaker at Liverpool FC’s iconic Anfield Stadium on September 30th.

James Bradshaw, Managing Director of JBC Projects, said:

“The message from audiences is remarkably consistent. They want venues to focus on the basics. The industry often gets excited about the latest technology, but our research suggests people are far  more concerned with whether they can find their seat easily, see the performance properly, access  food and drink without excessive queues and use the facilities without missing part of the event.

“If operators are deciding where to invest, the data suggests that building more toilets, improving wayfinding, reducing congestion and creating a more comfortable experience may have a greater impact on customer satisfaction than many of the technology-led innovations currently being introduced.

“Getting the fundamentals right isn’t the most glamorous investment, but it’s often the one audiences value most.”

Nearly nine out of 10 respondents identified comfortable seating as important, more than half said the ease of getting into and out of a venue plays a significant role in their overall experience and almost a third identified toilet provision as an important factor when attending live events.

The findings challenge the assumption that audiences are primarily looking for ever more elaborate venue features and technology.

About JBC Projects

JBC Projects is an independent venue development and strategic advisory consultancy specialising in sport, live entertainment, culture, hospitality and visitor destinations. Founded by James and Victoria Bradshaw in 2024, the business advises venue owners, operators, investors and developers on the planning, development and delivery of major venue projects across
the UK, Europe and North America.

The company provides senior level strategic advice throughout the lifecycle of a project, from initial business planning, feasibility and site selection through to development strategy, development management, project delivery and operational readiness. Its work focuses on ensuring that venues are commercially viable, operationally effective and aligned with the long-term objectives of owners, operators and investors.

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Check out the latest sports & entertainment venue development data from across the globe in the exclusive, subscription-only, SVB Global Report here.

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