In the second installment of Horizon Futures’ Redefining Live series, the decision to attend a live event is no longer impulsive, it’s a value calculation. Fueled by funflation, $600 nosebleed seats, and an ever-growing menu of virtual alternatives, Millennials and Gen Z are asking a new set of questions: Will this be memorable? Is it culturally relevant? Can I turn it into something worth sharing? This isn’t just about affordability. It’s about emotional ROI.

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For the Story, Not Just the Seat

Attending in-person isn’t a default, it’s a deliberate choice based on meaning, identity, and impact. Younger and less affluent audiences aren’t just seeking entertainment; they’re looking for emotional payoff, social validation, and narrative potential. And that shift is reshaping the stakes for brands.

According to Horizon Media’s latest research, Millennials and Gen Z are significantly more selective about what earns their IRL attention:

• 27% more likely than Gen X+ to skip events that don’t meet expectations
• 33% more likely to choose events that build a sense of community
• 68% more likely to attend if there is bragging rights or cultural clout payoff
• 2X more likely to show up if they can turn the moment into shareable content

“Every ticket is a chance to be seen, express identity, and connect.”
— Horizon Futures Report 2 of 3: Redefining Live

The physical experience isn’t just about being there It’s about curating a moment that matters enough to post.

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Passive Participation is Out. Active Immersion is In.

Slapping a logo on a jumbotron won’t cut it anymore. Only 22% of audiences say prominent branding makes a lasting impression. Instead, 31% prefer entertaining brand integrations: experiences that bring humor, surprise, or exclusivity to the live moment.

Millennials and Gen Z aren’t just watching, they’re co-creating. They want brand interactions that feel participatory: access to talent, interactive elements, surprise drops, and real-time engagement.

“For brands, showing up isn’t enough. The ones that win are the ones that add value in real time.”

This mindset shift demands more than event sponsorship. It requires brand fluency in fandom, relevance in shared spaces, and utility that enhances, not interrupts, the moment.

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What This Means for Brands

In today’s experience economy, every live moment is a story waiting to be told. The question is: will your brand be part of it?

To stay relevant in the evolving live landscape, brands must:

• Design for emotional resonance, not just reach.
• Move from presence to participation.
• Offer value, surprise, or utility in the moment.
• Support creators and fans as collaborators, not just audiences.

Live is no longer just a channel. It’s an identity arena. The brands that treat it as such will be the ones that stick!

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

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Redefining Live Podcast Summary

Part Two: The Shifting Value of “Live” and How Brands are Expected to Show Up

Download the full report below.