Revenue / 01.08.24

ASM Global Study Confirms Gen Z and Millennial Impact on Live Experience

Access Staff

Pollstar (01/03/24) Speer, Debbie

A yearlong study conducted by ASM Global reveals that, for Millennials and Generation-Zers, going to a concert or live sporting event is about more than just seeing their favorite musical act or team. It's a holistic experience, and the more upscale the better. Researchers polled more than 120,000 customers and clients in one of the largest surveys of its kind. Among the findings, Gen Z and Millennials attending a performance by a top artist are willing to pay more for tickets than in previous surveys, with ages 18-24 spending 12% more than average among all age groups. The study further showed a food and beverage (F&B) transformation in which the "beer and popcorn" of the past is being replaced by more creative and upscale offerings. In fact, the research revealed that F&B options are the No. 2 most important factor of the live experience for Gen Z and Millennial consumers after the overall experience. 

Read the full story from Pollstar.

Tags: Leadership