The live events industry has always been dynamic, but in 2024, it faced a particularly complex mix of growth and uncertainty. Audiences became more selective, economic pressures remained prevalent, and expectations around digital experiences continued to rise. We saw iconic events close their doors while new formats gained momentum. Technologies like AI started to reshape marketing and personalisation, and fan engagement became more fragmented across platforms and generations.
In short, it was a year of both disruption and opportunity.
That’s exactly why we chose not to rush the release of this report. Instead of publishing our findings as soon as the calendar flipped to 2025, we took a step back. We waited for the full year’s data to come in, and then kept watching. We wanted to see if the trends held through Q1 of this year, giving us a more accurate view of where the market is truly headed. This approach allowed us to take a more complete, long-term view of the industry's evolution and the opportunities it presents.
This report reflects that perspective. It brings together platform data from tens of thousands of events along with key behavioural insights around sales, upselling, timing, pricing, and demographics. We touch on the rise in last-minute ticket sales, shifting habits among younger visitors, and the growing importance of personalisation and flexibility in shop design.
Our goal with this report is not just to look back, but to help you plan forward. Whether you’re a new or established event organiser, we hope these findings will give you the clarity and confidence to host your events.
Let’s build bigger crowds and better experiences together.