The live events industry is at a turning point. Festivals and clubs across Europe are bouncing back with full force, but the landscape they return to looks different than it did a few years ago. Rising costs, shifting lifestyles, and new ways of discovering music are changing what fans expect, and how they decide where to spend their time and money.
At the heart of this change is Gen Z. They’re not just another generation of event-goers. Some would even say they’re redefining the rules. From how they buy tickets to what they expect on stage and online, their habits are shaping the industry. Yet it’s not all reinvention. In plenty of areas, Gen Z shares the same instincts as the generations before them – proving that some fundamentals of live events remain timeless.
Get the full report
We spoke to more than 8,000 fans across Europe to capture the state of festivals and clubs in 2025. The result is a clear snapshot of where the scene stands and where it’s headed. While the overall trends are striking, the differences between countries and generations are just as revealing.
A taste of what's inside the report
While the full report goes deep, here are a few standout insights:
Lineups still rule: 86% of festival-goers say the lineup is their top decision factor and 42% have skipped events entirely because it didn’t convince them.
Social media is the new discovery engine: 79% of Gen Z are influenced by Instagram to buy tickets, and TikTok is where they really diverge from older generations (29% vs. just 4% of Boomers).
A new kind of event experience: 78% of Gen Z say stage design, lighting, and art direction are core to their experience, and more than half say surprises and unannounced acts make events truly memorable.
Community matters: 62% of Gen Z value a sense of belonging when choosing where to go, and social proof is huge – whether their friends are going is the third most important reason they attend.
Buying habits are shifting: Nearly half of Gen Z buy resale tickets, 43% wait until the last minute, and they’re less likely to snap up early birds compared to older generations.
Why this matters
For organisers, promoters, and event marketers, these shifts aren’t just interesting, they’re essential signals. Understanding what drives today’s fans is the key to designing experiences that resonate and last. Whether it’s rethinking your marketing mix, experimenting with lineups, or fine-tuning pricing strategies, the opportunities are there for those who listen closely to the crowd.
