Fans are still showing up. What’s changed is what a ticket has to earn back.
5,000+ fans · Australia, the UK and the US · Kantar × Tixel, 2026
The return on live
A ticket now has to pay back five ways at once.
- 0%The social returnagree live events are great for bonding with friends and family.
- 0%The financial returnvalue spending money on live experiences over physical things.
- 0%The emotional returnsay live events are a form of emotional release, not just entertainment.
- 0%The confidence returnwould rather pay more for a verified, guaranteed ticket than save on an uncertain one.
- 0%The clarity returnsay algorithms and AI are making it harder to know which recommendations to trust.
Deliver on all five returns and the ticket sells itself. Miss one and fans start to do the maths.
Q7_11, Q7_13, Q7_3, Q7_16, Q29_3. General population, n=5,107.
Five forces shaping the next era of live
Demand isn't the problem. Fans still show up, and they will still pay. What's changed is that they want proof before they commit, and these five forces are where that proof is being demanded.
Ticketing is built for one person with one card. Demand arrives in groups.
- 0%play the Instigator: they round the group up and pay for everyone.
- 0%are Followers, waiting for a friend to commit before they buy. Gen Z: 27%.
- 0%didn't go to their last event because nobody else wanted to come.
- 0%hear about live events from friends and family, ahead of every other paid channel.
The group opens the door. The line-up and the price close the sale.
Q6 group roles at last ticket (multi-select). Q4 discovery channels. n=5,107.
What would you do if the ticket cost 75% more than you expected?
- 0%name ticket price as a barrier to buying.
- 0%say production, atmosphere and the whole experience matter more than they used to.
Age matters more here than geography. Fans are running two tests at once: what it costs, and what it returns.
Q9 price-shock scenario. Q8 barriers. Q7 attitudes. n=5,107.
Live has become emotional infrastructure, not an occasional treat.
- 0%say live events are a form of emotional release, not just entertainment.
- 0%say live events are a break from algorithms, automation and digital overload.
- 0%expect the emotional journey of a live music event to matter more than the setlist.
- 0%say the hype before, during and after an event is often as enjoyable as the event itself.
One purchase, three payback moments. Anticipation is the first thing fans buy.
Q7_3, Q7 grid, Q8a, Q29. General population, n=5,107.
Premium isn't a better seat anymore. It's certainty.
- 0%would rather pay more for a verified, guaranteed ticket than save money on an uncertain one.
- 0%fans experienced ticket fraud in the last 12 months.
- 0%have paid what they considered a significantly inflated price on a resale ticket.
- 0%believe platforms and the wider industry need stronger, clearer rules to stay fair.
- 0%say knowing they can resell if plans change makes them more confident to buy in the first place.
The opportunity isn't helping people buy tickets. It's helping people feel comfortable committing.
Q7_16, Q20, Q19, Q8a_6/8, Q15. General population, n=5,107.
Algorithms shape what fans see. People shape what they trust.
- 0%say the rise of algorithms and AI is making it harder to know which recommendations to trust.
- 0%trust AI or automated recommendations when deciding whether to attend. Friends and family: 42%.
- 0%say live events feel like a break from algorithms, automation and digital overload.
- 0%expect technology to make buying and selling tickets easier. 55% expect it to make it less risky.
Fans want the machine's help, on their own terms. Make smart feel human.
Q29_3, Q28, Q7 grid, Q29. General population, n=5,107.
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