The live events industry in 2025 continues to evolve rapidly. Audiences are becoming more intentional with their spending and organisers are balancing affordability with profitability in new ways. While some longstanding events are facing new challenges, others are thriving by adapting their formats and strategies. It’s a landscape shaped by innovation, shifting expectations, and new opportunities.
This report is based on fresh 2025 data and brings together platform insights from tens of thousands of events across Europe. We explore sales behaviour, upselling strategies, pricing trends, and demographic shifts—with a clear focus on what’s working right now.
A few findings stand out. There’s growing evidence that offering a generous amount of Early Bird tickets helps boost word-of-mouth promotion and overall ticket sales. We've also seen that organisers who offer a range of additional products catering to different budgets tend to increase their revenue, all while keeping entry prices accessible.
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.