We surveyed nearly 3,000 fans and consulted 11 industry experts to uncover the latest shifts in fan preferences, purchase behaviors, and opinions, as well as the latest strategies employed by the live events industry.
of people reported changing their ticket buying habits since last year with many buying later, some buying earlier.
Fans are buying later and later
of people support initiatives that reward touring musicians who choose Australian artists as their support act - i.e. Michael’s Rule.
Fans support Aussie artists
of people will still buy a ticket for an artist they love even if it’s significantly more expensive than they expected it to be.
Attending > FOMO
of people said that confidence in their ability to resell helped them make the decision to purchase a ticket earlier.
Flexibility drives earlier sales
“Exposing more young audiences to the joy of a festival site — discovering new artists, making new friends, realising the joy and spontaneity of live performance — that’s what excites me.”
Jessie Parker - Festival Director, St Jerome’s Laneway Festival
“There’s so much noise and so many channels for fans. Cutting through is the biggest challenge.”
Seth Clancy - Commercial Director, Oztix
“Audiences aren't just showing up for a lineup — they're coming for the full cultural experience. Gen Z in particular are super values-driven and community-minded. They care about who's playing, but also about the vibe, the aesthetic, how inclusive the event is, and whether it feels authentic. Expectations have definitely gone up, but in a good way, it pushes us to keep evolving.”
Nick Greco - Co-Founder, Untitled Group
