For years, Gen Z had a reputation for making last-minute ticket purchases, but the latest numbers tell a different story: they’re now planning ahead and saving money while doing it. A new analysis from Weeztix has revealed a significant shift in how younger audiences approach buying tickets.
In 2023, the average Late Bird ticket buyer was 24 years old, compared to 30 for Early Birds, suggesting that younger ticket buyers were waiting until the last moment. But in 2024 and the first half of 2025, that age gap has disappeared. The average age of ticket buyers across all phases has now levelled out, with more young attendees opting for early or regular tiers instead of pricey, last-minute tickets.
The change marks a clear shift in consumer behaviour: Gen Z is now prioritising value and choosing to purchase tickets earlier in the cycle for a better price. Event organisers are encouraged to adapt to this new landscape, as early bird offers are now more appealing than ever to the next generation of attendees.
About the Weeztix Industry Report: For this industry report, the analysis is based on visitor behaviour, event volumes, pricing dynamics and audience demographics of music festivals and clubs in the Netherlands and Belgium. The report compared the results of H1 2025 with those of H1 2024 and H1 2023 for the same group of customers. Other countries and verticals were excluded from the sample for the sake of comparability. Please reach out if you’d like to request the full report or an interview on this topic.