Europe’s live event industry is changing. After years of upheaval, the audience is back in the clubs and on the festival meadows, but the framework conditions have changed noticeably. Increasing costs, new consumption habits and changing expectations pose major challenges for organizers, but at the same time open up opportunities to rethink events. The “Backstage with Gen Z: Inside the Future of Live Events” report by TicketSwap and ADE (Amsterdam Dance Event) shows how the young generation is shaping this change; from the decision to buy tickets to the event experience.
Generation Z shapes the future of events
Live events have always been an expression of their time and places where people come together to experience music, culture and community. But the conditions under which these moments are created have changed: rising costs, changing lifestyles and new ways of discovering music now shape what fans value and what they spend money on.
At the heart of this change is Gen Z. She is not only the youngest generation in the audience, but also a driver of cultural and economic change. As the first generation to grow up entirely in a boundless, algorithmic music world, she has broader tastes, more fluid musical identities, and higher expectations of creativity, inclusion, and connectedness. Their attitude changes how events are designed in the future and thus influences the entire industry.
- Line-ups remain the heart of every festival
86% of visitors cite the line-up as the most important decision factor, 42% omitted events because the program did not convince them. Timing also plays a decisive role: each second would be fixed earlier if the complete program were released earlier. - Gen Z rewrites the rules of the game
This generation is spontaneous, creative and demanding. She wants more than just spectators: to be in, she wants to shape, feel and share the event. 78% of Gen Z say set design, lighting and design are central to their experience, and more than half want surprises or secret acts. Brand appearances will also be re-evaluated: Three out of four respondents (78%) do not bother with fire activations, 40% even perceive them as an enrichment if they look authentic and fit the scene. Crucial here is cultural sensitivity: Gen Z immediately recognizes when campaigns seem arbitrary or too commercial. 27% say that too much sponsorship would even deter them from attending the event. Successful partnerships are created when brands understand the scene, create real value and grow with the audience in the long term – instead of just being another logo on the site. - Flexibility is a must
Higher costs and changed lifestyles have revolutionized ticket buying. Almost half (49 percent) use resale platforms such as TicketSwap, 43 percent decide only at short notice. Early-bird ticket options remain attractive, but spontaneity wins. Flexible payment options and transparent resale processes have become central decision-making criteria. - Social Media as a New Tastemaker
Event discovery takes place today in the feed. 79% of Gen Z (in Germany even 86%) are influenced by Instagram, 29% use TikTok; compared to only 4% of boomers. The report also shows that artists themselves are becoming new influencers: When DJs or musicians share their experiences, they now get the most attention because their perspective is perceived as real and approachable. For many fans, the post of a favorite act is today the decisive impulse to buy a ticket. Real impressions and spontaneous shots from the crowd seem more credible than perfectly produced advertising clips. Real moments, real crowds, real voices – that’s what moves Gen Z. At the same time, the report shows that Gen Z does not have a shorter attention span but a more selective one. She quickly scrolls past insignificant content, but gets stuck on topics that really appeal to her. Content must therefore be thought from their perspective, with a clear emotional introduction and real added value. Not only does one platform play a role: Gen Z uses a mix of TikTok, Instagram, YouTube and Spotify. Each platform performs its own function from the fast trend moment to deep immersion in music and culture. Successful communication only arises when all channels are coordinated. - Community is the new currency
62% of Gen Z say a sense of belonging is crucial when choosing an event. Whether friends participate is the third most important reason for buying a ticket. Fans want events that visibly live values such as inclusion, security and authenticity. And not only on stage, but in the entire experience. At the same time, the data shows that communities create trust and loyalty. Those who see themselves as part of a scene or community return more often, recommend and spend extra money – whether for tickets, merchandise or new artists. Community is thus not only an emotional added value, but also a central growth driver for event organisers.