Community fridges, online grocery boom, and Halloween fun bringing families together
Redefining Live 3: Key Trends Shaping The Future of Live Experiences
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.
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.
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.
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.
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.
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
Redefining Live Podcast Summary
Part Three: Key Trends Shaping The Future of Live Experiences
Download the full report below.
