Culture Council
Gen Z is navigating the world of concerts and live music with a vastly different map than their parents’ and grandparents’ generations.
Live events are back in a big way. Whether it’s Bruno Mars breaking 24-hour ticket sales records for his “The Romantic Tour,” or BTS’ international return to touring, crowds of all ages are flocking to concerts and live music venues with enthusiasm.
That doesn’t mean all generations are approaching live experiences in the same way. Gen Z, one of the most powerful consumer forces, is navigating the world of concerts and live music with a vastly different map than their parents’ and grandparents’ generations — and in ways that challenge assumptions about their influence and spending power in today’s economy.
Key trends in Gen Z spending on concerts and live events reveal the shifting landscape of consumer behavior; let’s look at how brands can respond to meet the youngest generation of fans where they are.
While older generations spread their entertainment budget across a variety of events, Gen Z’s spending is highly concentrated on their top artists. They’re more willing to travel to live events, turning a single concert into a larger, festival-like experience — including everything from hotels and hospitality to transportation and merchandise sales. One-fifth of Gen Z concertgoers are willing to travel long distances or even internationally to see their favorite artists live.
Case in point? When Bad Bunny announced his “No Me Quiero Ir de Aquí” residency in Puerto Rico in January 2025, there were over half a million searches that week for flights to the island from the continental United States and Latin American countries, according to data from Forward Keys. Flight bookings ultimately surged by 217 percent.
In a world where young people are regularly exposed to thousands of products and services, and the economy is tightening every consumer’s wallet, Gen Z is showing where they’re willing to splurge: experiences.
The connection to make with Gen Z goes deeper than travel and new destinations. It’s about immersing them in original, expansive experiences, and offering them the opportunity to create unforgettable memories. The brands that reach Gen Z this way — whether through offering packaged experiences, or positioning themselves as a necessary part of festival weekends or watch parties — will reach Gen Z the same way their favorite artists are.
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Much like Millennials popularized “YOLO,” Gen Z has embraced “doing it for the plot,” a phrase meant to inspire bold decisions that make life more interesting. Live event attendees often purchase tickets months in advance, but Gen Z’s buying patterns are more impulsive. Of course, concert experiences aren’t free, and Gen Z is not only willing to spend to attain them — they’ll put tickets on credit, all for the plot.
A recent Lending Tree survey found that 37 percent of Gen Z said they used “buy now, pay later” loans for concerts or festivals. At Coachella in 2024, more than half of the general admission attendees purchased tickets through payment plans.
While some young consumers’ “buy now, pay later” spending stems from impulsivity and a desire to have things now, rather than wait, it also demonstrates Gen Z’s acute awareness of how much they can drop on a purchase at one time. That doesn’t just mean offering “buy now, pay later” options. Follow the concert model: Build the hype before sales start. Offer some level of exclusivity, your version of “for one night only.” Provide “VIP” add-on options for them during digital checkout for a chance to deepen the plot. Develop a plot for Gen Z to invest in, and they’ll jump at the chance.
For Gen Z, the value of an event is deeply intertwined with social identity and digital proof. Fan motivation is driven by a potent combination of identity, the desire for exclusivity and the fear of missing out (FOMO). A 2025 survey of 1,000 Gen Z concertgoers found that 86 percent said they overspent on concert tickets. FOMO was the top reason cited.
But, that said, Gen Z is more likely to prioritize valuable experiences over acquiring material possessions. According to a survey of Gen Z consumers conducted by the Cash App and Harris Poll (linked above), Gen Z consumers are increasingly opting out of luxury purchases, vacations and even saving for a home.
Why is FOMO working for one expenditure, but not others? Attending a concert is about more than just hearing their favorite song or seeing their favorite artist. Gen Z wants to signal belonging and be seen on social media platforms at the world’s most significant concert events. The event itself becomes a piece of content, a personal branding opportunity that extends its value long after the final encore.
Brands who understand how deeply digital Gen Z’s communities and identities are will successfully win their loyalty. How you define FOMO for your brand goes beyond making sure people don’t miss drops or sales. It’s about how your brand conveys what matters to each consumer, and how they want to be perceived.
Gen Z’s purchasing patterns (and power) are different, and they value distinct facets of the live performance experience. Their habits paint a picture of a consumer landscape split between the predictable loyalty of older generations and the viral, high-stakes engagement of Gen Z.
Tapping into the lucrative Gen Z market requires an entirely different, more responsive playbook. Acquiring this audience relies heavily on social media engagement and content. It also demands that brands look beyond the product on the stage, integrating the entire ecosystem surrounding it. The merchandise, the outfits worn to the event and the food are often as important as the performance itself. Businesses that successfully sell to Gen Z will identify and respond to these generational differences.
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