New insights from TicketSwap reveal how Gen Z experiences live events differently from previous generations

Amsterdam, 16 October 2025 – With Amsterdam Dance Event (ADE) – Europe’s leading electronic music festival – just around the corner, TicketSwap, in collaboration with ADE, is unveiling a new European study exploring the mindset of today’s event-goers. The report, Inside the Future of Live Events: Backstage with Gen Z, spotlights Generation Z: a group reshaping live experiences with fresh motivations and a unique approach.

• TicketSwap, with support from ADE, launches Inside the Future of Live Events: Backstage with Gen Z – a data report revealing how the current generation experiences live events in ways that set them apart from those before them.
• Gen Z discovers events mainly through social media (Instagram 85%, TikTok 38%), makes decisions together with friends, and often buys tickets last minute – 50% wait until friends have confirmed they’re going, and 49% buy through resale.
• Most Gen Zers choose events that offer more than just music, emphasising experience, community, and inclusivity.
• The report provides insights and practical guidance for event organisers to better meet the expectations of today’s audiences.

Jan van Casteren, CEO of TicketSwap, says: “With this report, TicketSwap shares new insights into what drives Gen Z to attend live events. In collaboration with ADE, which actively contributed ideas and input this year, the report provides event organizers with practical tools to better respond to the experiences and expectations of this new generation of event-goers.”

From Instagram to inclusivity

For Gen Z, social media is the primary gateway to discovering new events. Instagram remains the most popular channel (85%), but TikTok is rapidly gaining ground. In the Netherlands, 38% of young people discover new events through TikTok, compared to just 4% of the boomer generation. In Belgium, Facebook remains surprisingly relevant, with 45% of young people still using it to find events.

When it comes to the content shared on these platforms, authenticity is key. Traditional influencer campaigns have limited impact (18%) on this group, while artists who share their own content about the events they’re performing at are far more influential (53%). Similarly, atmospheric impressions from previous editions convince nearly as many young people (52%) to buy tickets. It’s not about loud promotion, it’s about genuine stories from within the scene.

Tess Scholten, founder of influencer and social agency For You Agency, confirms this:

“Influencers with big reach don’t necessarily connect with Gen Z. If you want to truly engage this audience, focus on micro-influencers – creators rooted in their own scenes – and, of course, the artists performing at your event. A striking 67% of Gen Z belongs to a fandom, and these authentic voices have the most impact because the connection feels real.”

Beyond the lineup: belonging and inclusivity

Gen Z looks beyond the lineup alone. Community and connection are crucial: 62% want to feel part of something bigger, and 60% seek alignment with the identity of a festival or club. Inclusivity and safety play an essential role – for 73%, these are deciding factors in whether they choose to attend or not.

Flexibility and last-minute decisions shape ticket behaviour

Price is inevitably a key factor: more than three-quarters (76%) of young people say ticket price determines their choice, and over half (53%) will skip an event if it’s too expensive. At the same time, they are strategic and social about their purchases. They buy early-bird tickets when prices are good (66%), but just as easily wait until the last minute to decide. Nearly half (43%) do so deliberately – often to see if friends are going (50%) or to keep their options open (54%). This desire for flexibility also makes resale a standard part of their ticketing behaviour: 49% buy tickets via resale, often just before the event.

Beats and experience

Techno is the leading genre among Gen Z, with 72% naming it as their favourite. While the lineup remains an important reason to attend, it’s no longer the sole differentiator; it’s just the starting point. For Gen Z, a festival must stand out through its overall experience.

That experience goes far beyond music. From art direction and stage design to lighting, 78% see these as key to the atmosphere. Surprise elements also matter: 55% say spontaneous acts or unexpected moments create the most lasting memories.

Interestingly, Gen Z views brand activations differently from previous generations. Where older audiences often found them intrusive, three-quarters (78%) now see them as part of the experience – and 40% even say they make the festival better.

Reuben Alexander, co-founder of creative and activation agency Buutvrij, explains:

“A well-executed festival activation can be 10x more effective than a TV ad, because it lands in the right place, with the right energy, and sparks the kind of virality you can’t buy. But make sure you do the research, understand the scene, and build for this audience, because if it feels too commercial or out of place, Gen Z will turn on it fast.”

Insights for event organisers

The report offers valuable data and practical recommendations for event organisers to better understand and serve their audience. Alongside quantitative findings, it features contributions from industry leaders, including Tess Scholten (For You Agency), Reuben Alexander (Buutvrij), and organisers from festivals such as Tropikali, Into the Woods, Intercell, and Verknipt.

Jan-Willem van de Ven, Managing Director of Amsterdam Dance Event, adds:

“As new generations find their way to events and festivals, they’re redefining the relationship between artists, audiences, and live experiences. They seek meaning, connection, and authenticity – values that have always been at the heart of club culture. The insights in this TicketSwap report help the live industry understand how culture evolves, and how we can build a future that’s as dynamic, inclusive, and forward-thinking as the music itself.”

Curious to the report? Download it here!

*Research commissioned by TicketSwap, conducted by MarktEffect in June, July, and August 2025 among more than N=8,000 respondents across eight European countries: the Netherlands, Belgium, Germany, Spain, Italy, the United Kingdom, Hungary, and Portugal.