Ticketcorner study: Mood beats the line-up
The mood, atmosphere, and shared experience have a greater impact on the live event experience than individual program items. This is shown by the study «The Live Decision» by Ticketcorner and the Swiss Music Promoters Association (SMPA), conducted by GfK NIQ.
Live events continue to have a firm place in the everyday lives of the Swiss population - but what motivates people to attend a concert, festival, musical or exhibition is more complex than is often assumed. The Ticketcorner study «The Live Decision», conducted by GfK NIQ on behalf of Ticketcorner and the Swiss Music Promoters Association SMPA, sheds light on the decision-making processes surrounding live events and provides insightful findings for the entire event industry.
Experience as a whole is decisive
According to the Ticketcorner study on live events, the experience as a whole is increasingly decisive. Mood, atmosphere and the social moment are the top priorities for many visitors. Line-up, program and content remain important, but their impact is primarily felt in combination with emotional and social factors.
At the same time, clear barriers emerge: surprisingly, crowds are the most frequently cited obstacle to attending an event. Even before price issues, many respondents cited overcrowded venues as a reason for not buying a ticket. The decision not to attend an event is therefore often a trade-off between cost, comfort and well-being, according to the press release.
Expectations vary depending on the type of event
The study also shows that expectations differ significantly depending on the type of event. Festivals are primarily defined by atmosphere and program. Musicals focus on musical quality, staging and seating comfort. Concerts are primarily judged on the basis of sight, sound and value for money. Exhibitions score highly in terms of accessibility and mediation.
Another key finding concerns the willingness to pay: according to the study, this is fundamentally present, but clearly conditioned. Additional expenditure is accepted if there is a recognizable added value - for example through special comfort, unique moments, big artist names or flexible ticket models. In French-speaking Switzerland, people are more willing to pay more for big stars and special experiences. Generation Z has the highest willingness to pay extra for formats such as «Meet & Greet» or lounges.
Generation Z: More similar than expected
Contrary to widespread assumptions, Generation Z differs less from older generations in terms of their motives, according to the press release. They go out slightly more often and are more open to additional offers. In principle, however, all age groups share similar expectations of live experiences.
It is also striking how fragmented the information channels have become. Social media, personal recommendations, online media, event organizer websites, traditional media and ticketing platforms work in parallel. Decisions are the result of the interplay of several impulses. In addition to social media, Generation Z uses ticketing platforms directly for information with above-average frequency.
About the study
The study «The Live Decision» is based on a representative online survey of 1,012 people aged 16 to 74 from German-speaking and French-speaking Switzerland. The survey was conducted between February 12 and 17, 2026. The complete white paper can be downloaded from Ticketcorner at ticketcorner.ch be obtained.
