Live events aren't dead—but they are becoming exclusive. New research from Provoke Insights shows that concerts and pro sports are increasingly dominated by high-income Millennials and Gen Z, while lower-income Americans are being priced out. Only 14% of Americans attended a concert last month, and just 11% went to a professional sporting event. Nearly half of consumers say they're attending fewer live events than they did three years ago, citing ticket prices and hidden fees as the biggest deterrents. What was once a common night out is now viewed by many as an occasional luxury. For brands, this shift signals a major change in how to connect with audiences. Live event attendees—though fewer in number—are highly responsive to brand activations and sponsorships that feel personal and immersive. Provoke Insights' Summer 2025 Trends Report reveals that marketers can still make an impact if they prioritize value, access, and emotional connection. Sports fans are best reached via television, while concertgoers and arts lovers turn to TikTok and Instagram. As the live entertainment landscape shifts, smart brands will adapt by creating memorable moments for a more selective, but deeply engaged, crowd.
NEW YORK, April 7, 2025 /PRNewswire-PRWeb/ -- The Trump administration recently signed an executive order to curb ticket scalping and reduce inflated concert and sports event fees that are pricing out average Americans. New research from Provoke Insights supports this move, revealing that live events have increasingly become a luxury reserved for the affluent.
The findings come from the tenth wave of Provoke Insights' national consumer trends market research study, showing a steep drop in mainstream participation. Just 14% of Americans attended a concert or performing arts event in the past month, and only 11% went to a professional sporting event—highlighting an access gap that continues to grow. In addition, millennials, and urban residents dominate attendance, while lower-income Americans are being priced out.
Live Event Attendance by the Numbers:
- 14% attended a concert or performing arts event last month
- 11% attended a professional sporting event
- 36% cite ticket price increases as the main barrier
- High-income Millennials and Gen Z are more likely to attend
- Women and lower-income groups are attending significantly less
Key Findings Marketers Need to Know:
- Live events are no longer accessible to the average consumer. Nearly half of Americans report they're attending fewer live events than three years ago—especially women and those earning under $150,000.
- Cost is the primary deterrent. 36% of Americans say they've noticed a rise in live event prices. With inflation and added fees on the rise, many now view live entertainment as an occasional luxury.
- Despite the decline, live event attendees remain highly responsive to immersive brand activations and sponsorships—offering a prime opportunity for marketers focused on engagement and experiential ROI.
- Platform choice is critical. Professional sports fans are best reached through television, while Instagram and TikTok dominate among performing arts and concert audiences.
"As the live entertainment space becomes more exclusive, brands must shift from mass-market messaging to personalized, emotionally resonant experiences," added Fink. "This report provides a blueprint for how marketers can still break through—if they focus on value, access, and meaningful interaction."
About the Research
Provoke Insights conducted a 15-minute online survey in March 2025 with a nationally representative sample of 1,500 Americans ages 21–65. Using Census-guided, stratified sampling, the study reflects a broad range of demographics across age, gender, income, ethnicity, and geography. The results are statistically valid with a ±2.5% margin of error at a 95% confidence level. This release is part of the tenth wave of Provoke Insights' bi-annual consumer trends study, which includes 15 sector-specific reports ranging from live events to alcohol, luxury, and apparel.
About Provoke Insights
Provoke Insights is a full-service market research and brand strategy firm specializing in aligning consumer intelligence with marketing needs. The agency's unique approach blends advanced research methodologies with deep branding expertise—delivering actionable insights that fuel business growth.
To download the full Summer 2025 Trends Report or request an interview, contact:
https://provokeinsights.com/summer-2025-trends/
Media Contact
Melissa Conforto, Provoke Insights, 1 (212) 653-8819 704, [email protected], https://provokeinsights.com/
SOURCE Provoke Insights
Share this article