The idea of “live” is evolving fast. It’s no longer just about showing up, it’s about shaping, sharing, and emotionally connecting. As culture moves beyond stadiums and screens, Horizon Futures’ final Redefining Live report maps four key shifts brands should watch.

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1. Niche Is the New Mass

Big-tent events are giving way to micro-moments: K-pop glass staining meetups, cat sanctuary streams, and hyper-specific fandom rituals.

76% of adults cite “community connection” as motivation to attend
78% say they show up based on personal passion or fandom

Brands that engage these subcultures authentically unlock higher emotional ROI and a place in people’s stories.

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2. The Fragmented Feed Replaces the Family Screen

Shared viewing has splintered. Gen Z might watch a concert through a co-streamer’s TikTok. Gen X still prefers the network broadcast. The same event is now experienced in wildly different ways.

Gen Z sports fans are 2X more likely than adults 18+ to watch via influencers
84% of Gen Xers use TV as their primary screen

Designing for “live” today means embracing flexibility, co-viewing, and remix-friendly formats.

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3. Tech Is Amplifying Emotion, Not Replacing It

Audiences want enhancements, not simulations. From real-time overlays to immersive audio, tech that heightens connection and spontaneity is the future of live.

Over half of 18+ live-goers say they’d pay more for tech that enhances the moment

The role of technology is not to replicate reality but to make it more meaningful.

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4. Moments Now Have a Second Life

Live doesn’t end when the lights go up. With creator recaps, fan edits, and commentary streams, the cultural echo often has more impact than the original.

40% of adults say edited versions are more entertaining than the original broadcast

Brands should plan for the after-party: how their presence lives on, gets remixed, and drives ongoing momentum.

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What This Means for Brands

Live is no longer a point in time, it’s a phase, a feed, and a feeling. Brands that succeed will design for fluid, participatory experiences across platforms and personas, staying relevant long after the event ends.

Source: Horizon Media, Finger on the Pulse. May 2025, n=2,000

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Redefining Live Podcast Summary

Part Three: Key Trends Shaping The Future of Live Experiences

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Download the full report below.