While consumers have returned to live events in droves following a sluggish COVID-related period for the space, the decision to attend an event in-person has become an increasingly complex one for the average consumer because of rising costs. However, opportunities to connect with live event attendees, whether it’s in real life or online, are strong, according to new research from Horizon Futures.
The cost of tickets has surged exponentially in the years following the pandemic, creating a significant barrier for many consumers. In order for a live event to feel “worth it” to attend, 81% of consumers said it must create “lasting memories” and 79% said it should be a once-in-a-lifetime opportunity, the data shows. Seventy-five percent of consumers over the age of 18 who attend live events notice brands during these experiences and the number jumps to 81% when looking at millennials and younger.
“Live isn't just about the actual event that's happening,” said Michele Donati, said executive vice president, chief of Horizon Futures at Horizon Media. “But even when the event is happening, there's people who are at the event, who are livestreaming it, and then people are just watching that livestream. So they're not there, but they're watching it at the same moment.”
“Redefining Live: The Next Evolution of Experience" is a three-part series covering what live experiences mean for consumers and brands. This article covers part two, which focuses on what consumers look for in live experiences and how brands can take advantage. Several data collection methods were used by the researcher, including social listening, interviews and a survey. The survey included responses from 2,000 individuals ages 18 years of age and older who engaged with any live experience within the past year. It was fielded between April 19, 2025 and April 30, 2025.
FOMO and the emotions of live events
Virtual attendance provides consumers with a budget-friendly way of experiencing something without the need to be there in person. When it comes to deciding what medium to use to experience an event, 69% of survey respondents said cost would make them choose to attend an event virtually. Sixty-four percent said the ability to multitask and 61% said convenience are factors that would push them to choose a virtual event.
However, while cost is a major factor, especially for younger consumers, it isn’t the only factor. Young consumers are used to a digital-forward environment, said Donati.
“The first screen for these folks is really a screen that goes with them everywhere, and they live so much of their lives online. It's not just about IRL,” said Donati.
Brand value
There is value for brands when it comes to live events, according to the report. For example, eight in 10 live event attendees are open to a brand's message when they experience something live, either virtually or in-person. For those in the millennial and younger age bracket, that number stands at 86%. Over half of these consumers, 65%, say live events help them discover brands that feel relevant to them.
Nearly half, 49%, of consumers of all ages find value in brands offering discounts, promo codes and giveaways during live events. Entertaining brand integrations come in second in terms of perceived value, with 33% of those in the millennial and younger age bracket interested in them and 30% of those in the Gen X and older age bracket. Younger consumers are also 1.5 times more likely to find value in high tech or interactive elements, fan zones or branded areas and exclusive behind-the-scenes content. This cohort was twice as likely to show interest in sponsored segments, social posts, real-time engagement and access to talent.
The younger group is also twice as likely to take the ability to share something on social media into consideration when deciding whether to attend an event in person.
“What we're finding, which is a really great opportunity for brands who are focused on the future of their brands and building their business and bringing in new customers is that younger generations find a lot of excitement… from the brands that help bring them into the live experience through the outer layers,” said Donati.
