The 2025 Ticketing State of Play: Behind the Ticket report explores how cost-of-living challenges and evolving social habits are transforming the way fans discover, purchase, and attend live events.
Australians’ love for live experiences is being tested by financial pressures, with nearly three in five (57%) fans reporting they’ve have chosen between attending a concert and covering essential living costs in the past year. This challenge is even more pronounced for Gen Z, where almost two-thirds (64%) have faced such difficult decisions to keep live music a part of their lives.
Despite the economic strain, the passion for live events remains strong. Nearly three-quarters (72%) of fans say they would still pay a premium to see an artist they love, even if ticket prices exceed their expectations.
This report highlights the resilience of live event culture while shedding light on the tough financial trade-offs many fans must navigate to keep their favourite experiences within reach.
“Each year this research reminds us just how complex, emotional, and social ticket buying can be,” said Zac Leigh, CEO and Co-Founder of Tixel.
“People are navigating tighter budgets, but they’re also finding creative ways to make live events happen – whether that’s leaning on resale for flexibility, prioritising their favourite artists above all else, or waiting until friends commit before buying.”
The artist lineup remains the top priority for fans, with 91% citing it as the biggest factor driving their decision to attend. However, the discovery process is evolving, changing how fans engage with live music.
Nearly 39% of listeners and an even higher 53% of Gen Z have purchased tickets to artists they first discovered through platforms like TikTok, Instagram or even Spotify.
Social media and streaming services are now not only influencing setlists but also driving ticket sales, highlighting their growing role in shaping live music experiences.
This digital transformation also ties into ticket pricing. Fans anticipate paying around $280 for a camping festival, yet the actual average is closer to $385—a disparity of over $100. Despite this expectation gap, 60% of fans report spending more on tickets than they did last year, demonstrating their unwavering commitment to attending events, regardless of rising costs.
Resale and social dynamics further shape purchasing behavior. Three in four fans say the option to easily resell tickets encourages them to buy earlier, while over half of younger fans admit they only commit after their friends do. These factors underscore how flexibility and group decision-making play a crucial role in the final stages of ticket purchases.
“As fans’ behaviours evolve, the industry needs to evolve with them,” added Zac Leigh. “Our mission at Tixel is to make ticketing more transparent, flexible, and fair. “By giving people the confidence to commit earlier and ensuring tickets are resold securely between real fans, we’re helping promoters and artists build stronger, more sustainable events.”
