Study on Live Events: Atmosphere Trumps Lineup
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 SMPA, conducted by GfK NIQ.
Study on Live Events: What Really Moves Swiss Audiences
What motivates people to attend a concert, a festival, a musical, or an exhibition—and what keeps them from doing so? The study «The Live Decision,» conducted by Ticketcorner and the Swiss Music Promoters Association (SMPA) in collaboration with GfK NIQ, provides clear answers based on a representative survey of 1,012 people from German- and French-speaking Switzerland. The result: mood, atmosphere, and the social experience are the top priorities—even ahead of the lineup and program.
Crowds as the biggest barrier
One surprising finding of the study concerns the reasons people give for not attending. It is not the price, but rather large crowds that are most frequently cited as the reason for not buying a ticket. For many respondents, overcrowded venues are a greater deterrent than the cost of an event. The decision not to attend is thus often a trade-off between effort, convenience, and personal well-being.
People are generally willing to pay, but this willingness is clearly tied to certain conditions. According to the study, additional expenses are accepted if they result in recognizable added value—such as special amenities, unique experiences, big-name artists, or flexible ticketing options. In French-speaking Switzerland, people are reportedly more willing to pay more for big-name stars and special experiences.
Expectations vary depending on the type of event
The study makes it clear that expectations vary greatly depending on the format. Festivals are defined primarily by their atmosphere and program. For musicals, musical quality, staging, and seating comfort are the main priorities. Concerts are primarily judged on the basis of visibility, sound, and value for money. Exhibitions score highly on factors such as accessibility and educational content.
Generation Z and the Study on Live Events: Not as Different as Expected
Contrary to popular belief, Generation Z’s underlying motivations differ less from those of older generations than is often assumed. They go out slightly more often and show greater openness to additional offerings such as «Meet & Greet» events or lounges—this age group is the most willing to pay extra for such experiences. Fundamentally, however, all generations share similar expectations when it comes to live experiences.
It’s also striking how Generation Z gathers information: In addition to social media, they use ticketing platforms directly to search for information at a rate higher than average. Overall, the information channels are highly fragmented. Social media, personal recommendations, online media, event organizer websites, traditional media, and ticketing platforms all operate in parallel and collectively influence the decision.
About the methodology
The study is based on a representative online survey of 1,012 people aged 16 to 74 from German-speaking and French-speaking Switzerland. It was conducted between February 12 and 17, 2026. The complete white paper, ’The Live Decision,« is available from Ticketcorner.
More information on: https://www.ticketcorner.ch
