75+ Eventbrite Event Statistics and Trends (+ Expert Insights)

Want to know the secret to staying ahead of the event game? Knowing your event statistics. 

To understand what’s happening in the events industry and create winning strategies, you need to have a good grasp of what the latest insights and data can tell you about creating, organizing, and marketing your events. 

Why? Because these trends shape everything from attendee expectations to event management technology. 

That’s why, at Eventbrite, each year we survey event organizers and attendees, conduct in-depth interviews, and analyze internal Eventbrite ticketing data to gather insights on what’s happening across the event industry. We know how important it is to stay informed and ahead of the curve, so we’ve compiled the most impactful event statistics from our original research and put them into actionable insights, enabling you to plan smarter and market more effectively.

In this article, we’ll share the top event statistics we’ve discovered, the trends shaping the industry, and key data points you need to know. We’ll also explain what these insights mean for the future of events and how you can leverage them to create more successful experiences.

Skip ahead to the most interesting event statistics 

Event statistics on in-person events

Hybrid and virtual event statistics

Corporate event statistics

Statistics on event organizing trends

Event marketing statistics

Event statistics on AI and technology

Event sustainability statistics

Event statistics on attendee satisfaction and engagement

Event statistics on in-person events 

In our latest TRNDS 20204 report, we partnered with MarketCast to survey 1,999 event organizers and attendees. 

We found that while live performances and connections are still popular, the community aspect of local events is a major draw. 

“What I try to do is create something they’ve never seen before… anything unique, outside of the box, unconventional… people are more open to going to that than the exact same thing they’ve seen time and time again.” — Cynthia Daniels from Cynthia Daniels & Co 

Attendees are looking for transformative experiences 

Our data shows attendees are willing to pay more for boundary-pushing, unique experiences that offer fresh perspectives. This shift began in 2022, when COVID-19 and lockdowns pushed organizers to innovate, and it’s now reshaping the future of live events.

• More than half of event attendees want to attend more events in 2024 compared to 2023. (Source)
• 72% of 21-to 35-year-olds feel positively toward events that offer meaningful, transformative experiences in 2024 (Source) compared to 69% in 2023. (Source) 
• In 2023, 44% of attendees preferred smaller, intimate events with creator interaction, while 42% sought events with hands-on activities like art sessions, self-expression, and self-reflection tasks. (Source) 
• 76% of attendees who go to food festivals report that they prefer dishes that taste amazing, even if they aren’t very photogenic. (Source)
• 66% of attendees, and 70% of 21- to 35-year-olds, say they don’t pay much attention to photo opportunities at concerts and festivals and are only there for the music. (Source)
• Seven out of 10 eventgoers like to experiment and try new flavors and food. (Source)
• 79% of event attendees would pay more for entertaining or informative events that are also meaningful or transformative experiences. (Source)
• In 2023, 78% of Gen Z and Millennials said they’d pay more for transformational events, while 21% of Boomers showed little interest in these elements. (Source) 
• 37% of event attendees believe an event becomes a transformative, meaningful experience when it gives them the opportunity to connect with other attendees on a deeper level. (Source) 

Gen Z and Millennials prioritize live experiences 

Our event statistics show that most 21- to 35-year-olds prioritize live experiences over material goods and choose to invest in these experiences despite the rising cost of living. So, if you’re looking to increase your ticket sales and event registration numbers, then targeting younger audiences might be the way to go. 

• 24% of 21–35-year-olds consider spending on live events in 2024 a high priority, 51% deem it moderate, 15% say it’s a low priority, and 7% claim it’s not a priority at all. (Source)
• 54% of Gen Z event attendees gravitate toward outdoor and pool parties in summer, as well as charity-fundraising tournaments. (Source) 
• 70% of Millennials and Gen Z’ers expressed interest in group workout classes. (Source) 
• 49% of Gen Z/Millennials will attend a live event while traveling, and 57% of attendees combine business and leisure whenever possible. (Source) 

These event statistics prove it’s time to dig deep and reimagine what your events can offer, whether that’s adding exclusive VIP experiences, or featuring local guest stars to highlight community talent. 

Live music and VIP experiences are more popular than ever

In 2024, there’s growing interest in events at independent and local venues. Attendees are also eager to purchase VIP tickets and special add-ons for a more premium experience. 

• The most searched music subgenres in 2024 are: 1. Salsa, 2. House, 3. Soca, 4. K-pop, 5. Reggaeton 6. Dancehall. 7. Techno, 8. Afrobeats, 9. Kompa, and 10. Bachata. (Source)
• Less than 15% of event organizers considered premium or VIP ticket options a significant source of revenue. (Source) However, attendance at VIP events grew by 18% on Eventbrite in 2023. (Source)
• 37% of event attendees said they would pay more for a ticket to see one of their favorite music performers and only 15% said they wouldn’t pay more for events. (Source)
• 84% of attendees were looking for more concerts at local, independent venues in 2024, and 62% of event attendees would choose to see a performer they’re familiar with over someone new. (Source)
• Attendance at alternative music shows in the US increased seven times from 2023-2024. (Source)

Audiences are on the hunt for local experiences 

Our event stats show that audiences prefer local experiences and that, unlike Gen Z and Millennials, Gen X and Boomers prefer familiar events to “new experiences.”

• Almost 70% of American respondents prefer to attend events close to home. (Source)
• In 2023, 79% of event attendees voted that they would like to see more music festivals, whereas 78% indicated they’d like to see more live performing arts events, and 67% said they’d prefer more outdoor fitness activities. (Source)
• 44% of Gen X/Boomers prefer to attend concerts at independent or local venues featuring favorite music acts that they grew up listening to. (Source)
• Game-based single events have increased in popularity by x4 in 2024. (Source)

As much as audiences crave local experiences, the shift toward hybrid and virtual events has also gained significant momentum in recent years. With the growing accessibility of digital platforms, let’s take a look at some key statistics that highlight the rising trend of hybrid and virtual events.

Hybrid and virtual event statistics 

In 2024, virtual events were still cost-effective and convenient, but live events are more popular. Interest in hybrid events that offer live streaming is growing as they cut travel costs while providing a taste of the live experience.

In-person experiences have taken over virtual events

It’s clear from our virtual event attendance statistics that, given the choice between a virtual or a live experience, attendees overwhelmingly prefer in-person events. However, our event data also shows that attendees are still willing to purchase a virtual ticket if it means not missing out on the action.

• 41% of attendees reported they had attended a virtual event in 2021-2023. (Source) 
• In 2023, 92% of attendees stated that they would attend an event in person over virtual if it was within an hour’s commute from their home or in another city, region, or country. (Source) 
• “Zoom fatigue” may be a reason why virtual events aren’t as popular in 2024. An Eventbrite survey of 1,700 employees found that nearly 50% are exhausted due to webcam meetings. (Source)

Virtual events still remain a viable option for cost and convenience 

Virtual events that offer convenience and a smooth, no-hassle experience are much more likely to sell tickets.

• About 46% of US event attendees are more likely to attend a far-off event (that requires travel) virtually. (Source) 
• 45% of event attendees appreciate that attendee costs are usually lower for virtual events than in-person events. However, in 2023, nearly 30% of event organizers said that they charge the same amount for virtual tickets as they do for in-person. (Source)
• 40% of event attendees indicated that they like virtual events because they don’t have to dress up. (Source)
• In 2023, nearly 50% of survey respondents said they’d still like to tune into an event even if they’re unable to travel and be there in person. (Source)

You can start leveraging this trend by offering virtual tickets to livestream high-demand events, especially those in unique or exclusive venues. 

Just keep in mind that if you’re moving events online for convenience and cost savings, you need to be mindful of pricing. Our virtual event stats show people expect them to be budget-friendly, so pricing them the same as in-person events can hurt sales.

Corporate event statistics

From our event planning statistics, it’s clear that corporate events with interactive and collaborative elements are a hit with attendees. Whether it’s a networking after-party or a lively Q&A session with industry experts, adding that layer of engagement really draws people in.

Attendees are looking for hands-on and collaborative corporate events 

• Eventbrite connected 4.7 million event attendees to events focused on career growth, actively contributing to personal and professional well-being. (Source)
• 33% of Millennials are placing an emphasis on opportunities for learning and self-improvement, such as keynotes featuring motivational speakers. (Source) 
• 32% of Millennials are looking for events with dynamic, collaborative activities, such as polls, quizzes, and team contests. (Source) 
• 60% of self-described extroverts wanted to see more networking events in 2023, compared to 42% of introverts. (Source)

Given how popular interactive corporate experiences have become, we don’t see this trend fading anytime soon. So, our recommendation is to spotlight any interactive activities on your event registration page to attract more attendees.

Statistics on event organizing trends 

Event industry statistics show that external pressures, such as the rising cost of living, are putting more stress and financial strain on event organizers.

A common response to this is raising ticket prices. However, there seems to be a general consensus that as long as organizers are delivering unique features and memorable experiences, attendees are willing to accept the higher prices.

The rising cost of living is hiking up ticket prices 

From our event industry statistics, we’re seeing that event organizers are not just concerned about the increased cost of running events but also how it affects attendees’ spending habits.

• 60% of event organizers intend to increase ticket prices to offset rising overheads. (Source)
• In 2023, US event organizers forecasted that their top challenges for the year would be “insufficient budget” (32%), followed by reaching attendees (27%), increased competition (23%), and ticket sales (21%). (Source)
• In 2023, 76% of US event organizers indicated that they’re planning to host even more events to try and beat the competition. (Source)

Attendees are changing their ticket-buying habits  

From our event statistics, we’ve found that fans are buying tickets closer to the show date, with a noticeable spike in last-minute sales.

• For sold-out shows, the average time between on-sales and show is 41% shorter than it was pre-pandemic. (Source)
• Venues and promoters are using ‘Add-ons’ to enhance the fan experience and generate additional revenue by selling more than just tickets in advance. The top 3 add-ons used for shows in 2024 are: 1. Bottle service 2. Table reservations 3. VIP packages. (Source)
• There are two average ticket types for concerts in the US, and 3 types used across sold-out shows. The most popular ticket types include: general admission, table, VIP, early bird, and ladies. (Source)
• Only 5% of event attendees reported that they buy a ticket to a summer event on the week of the event, whereas the majority of attendees (50%) do it 1–3 months in advance. (Source) 
• 50% of attendees start planning for and purchasing tickets for summer events 1–3 months in advance. (Source) 
• 57% of tickets were sold a week or less from the show date so far in 2024. (Source)
• The average time between purchase and show date is down 26% from 2022. (Source) 
• In 2024, fans typically purchase a ticket 18.5 days ahead of the show date. (Source)

If you want to maximize revenue and fill those seats, focus on fine-tuning your marketing to catch last-minute buyers while keeping early planners engaged and offering premium add-ons like VIP packages and bottle service to grab extra revenue. 

Looking for more insights? 

Event marketing statistics 

Recently, the surge of user-generated video content, largely driven by TikTok, is pushing organizers away from conventional marketing techniques toward more authentic and creative event promotion.

Our event marketing statistics show that attendees are increasingly drawn to unbiased content that feels more like personal recommendations than a hard-sell pitch.

Influencer opinions make a BIG difference 

Our event statistics show that, when influencers feel more like “friends” than distant celebrities and work on a genuine and authentic marketing campaign, they don’t just boost engagement but drive real ticket sales.

• 9% of US event organizers said they viewed influencer marketing as an effective marketing/promotion tactic. (Source)
• 68% of Gen Z would be willing to pay a higher ticket price for an event that’s been influencer-endorsed. (Source) 
• 80% of Gen Z say social media, including influencers, social media posts, viral videos, and searches on TikTok, provides them with the best event recommendations. (Source) 
• 31% of event attendees find it useful to get event recommendations for brands they love and event organizers they follow (26%). (Source) 

Direct and word-of-mouth marketing works

Despite audiences being more social-media focused than ever before, recent event industry statistics show that organic, word-of-mouth marketing is still one of the most effective ways to attract new attendees.

• 60% of event organizers believe that fostering an engaged following means free marketing and word-of-mouth recommendations, which can give ticket sales and on-site revenue a boost. (Source) 
• In 2023, 61% of all event attendees rate word-of-mouth as the way they find out the best event recommendations. (Source) 
• 64% of US event organizers believe using text messages to engage and communicate with event-goers is important. (Source)
• Using promo codes gets 2x more views and increases sell-through rate by 15%. (Source)
• Eventbrite’s email campaign open rates are 59% higher than the industry average. (Source)

So, what does this mean for event organizers? 

It’s time to pivot your focus to targeted marketing campaigns that make an impact. Consider partnering with influencers relevant to your event’s niche, securing strategic placements on ticket platforms, and crafting compelling content that provides real value to your audience.

Or, if you want to stay ahead of the game, be among the first to get access to our 2025 TRNDS report.

More attendees are using search engines to find events 

More and more attendees are using search engines to find events, but it’s not just Google or Bing they’re turning to. Platforms like TikTok and YouTube are becoming go-to spots for discovering local events and getting opinions from “unbiased” sources. Event ticketing sites (especially Eventbrite) are still one of the most popular ways for attendees to find local events.

• 26% of event attendees found ticketing platforms to be the most useful place to find event recommendations, and 33% voted for Eventbrite. (Source) 
• Search engines are still a popular way to find events. In 2023, 46% of attendees used Google and Yahoo to find events, and 34% of Gen Z used TikTok search. (Source) 
• Only 14% of Gen Z’ers use news stories to find new events to attend. (Source) 
• YouTube is the top social media platform for 18–25-year-olds, closely followed by Instagram (75%) and then Snapchat (70%). (Source) 
• Instagram and Facebook are the preferred social media platforms for 26–41-year-olds (72%), and Facebook (70%) and YouTube (65%) are the best social media platforms to target 42–57-year-olds. 79% of 58+ year olds are still mostly using Facebook. (Source) 
• Events promoted with Eventbrite Paid Social Ads sold on average 3.5x more tickets. (Source)

Moving forward, pay extra attention to how you craft your ad copy and social media posts. Use relevant keywords and trending hashtags that can boost visibility on social media and ticketing platforms, putting your event in front of audiences actively searching for events like yours.

Event statistics on AI and technology

While our latest stats suggest that AI and tech are set to revolutionize how people discover and engage with events, our data shows event organizers are still hesitant. 

Many have been quick to embrace basic event tech, like WiFi and live streaming, but more advanced tech, such as virtual reality and augmented reality, is still taking a while to catch on. 

There’s a rising demand for tech-enabled events 

All of our most recent event statistics point to the fact that technology-led events aren’t going away anytime soon. Event organizers would be wise to explore how to enhance their events using the latest event technology.

• 52% of event organizers believe using new technologies to augment the event experience (such as augmented reality, virtual reality, or an event-specific app) is extremely important. (Source)
• Events with an AI focus grew by almost 4x in the US in 2023. (Source)
• 76% of attendees said they would be willing to pay a higher ticket price to attend a tech-enabled event. (Source) 
• 37% of attendees (and almost half of Gen Z) feel more positively about attending tech-enabled events. (Source) 
• 28% of event attendees are looking for the convenience of Wi-Fi. (Source) 
• 22% of event attendees want the interaction provided by live-streaming at events. (Source) 
• 22% of event attendees want to interact with immersive technologies like AR and VR. (Source) 
• 83% of attendees believe phones can improve the overall experience of an event by making it easier to navigate the venue, view the schedule, make reservations, and purchase add-ons. (Source) 
• In 2023, 39% of event organizers voted that live-streaming would be on their “wish list” of technologies they’re most excited about using at their events. 31% said Wi-Fi would be, 26% said QR codes, 24% reported AI, and 21% said AR/VR. (Source)

Event organizers are still underutilizing new technologies 

The surge in AI-focused events on Eventbrite proves that people are ready to splurge on cutting-edge tech. Yet, our event statistics suggest that event organizers may be reluctant to commit to more high-end technology due to concerns about the cost and the perceived return on investment (ROI).

• In 2023, only 4% of event organizers cited that they’ve ever used AI in their events, and a similarly low percentage (9%) have used AR/VR. (Source) 
• Despite attendees’ growing interest in tech-enabled events, only 28% of event organizers believed it was important to incorporate new tech into their events in 2023. (Source) 
• The most-used technology by event organizers is QR codes (41%) followed closely by Wi-Fi (40%). (Source) 

Having basic features like Wi-Fi and QR codes is now a baseline expectation from event attendees — so unless you’re hosting a mobile-free event, make sure you have these technologies lined up!

Event sustainability statistics 

“Sustainability” isn’t just a trendy buzzword or a checkbox for feel-good marketing. In fact, in 2024, 81% of event organizers are willing to pay more for events that are mindful of sustainability.  

The data also suggests that attendees are drawn to events that embrace nature and incorporate outdoor activities aligned with sustainability. 

Attendees are willing to pay more for green events

• 69% of total consumers and 75% of attendees feel more positive about events that enable them to connect with and immerse themselves in nature. (Source)
• 81% of event attendees are willing to pay a higher ticket price for an event that’s mindful of sustainability. (Source) 
• 67% of attendees voted that they would feel organizers are committed to making an event as sustainable as possible if they employed responsible event management to minimize waste. (Source)
• 62% of event attendees said that clearly marking recycling receptacles would make them feel like event organizers are committed to making an event sustainable. (Source)
• Attendance at events focused on nature grew globally by 25% on the Eventbrite platform in 2023 (Source)
• 61% of event organizers say it’s important to make events as sustainable as possible and minimize environmental impact. (Source)
• Hosting a gathering online reduced an event’s carbon footprint by 94% and its energy use by 90%. (Source)

These event industry statistics indicate that event-goers are seriously tuned into how green your event really is, and use that to judge your event brand’s overall vibe. It’s not just about saving the planet; it’s about showing you genuinely care. 

Making your event sustainable could look like reducing waste by using digital tickets, opting for compostable or recyclable dining materials, and minimizing single-use plastics.  

Event statistics on attendee satisfaction and engagement 

Our most recent event statistics also show that it’s not just about getting people through the door anymore — it’s about delivering an experience that leaves them energized and happy. Attendees want to dive into the action, not sit on the sidelines. 

Attendees are willing to pay for new and unique experiences 

We’ve officially dubbed 2024 the “Year of Adventure”. Why? Because our event statistics show that attendees are craving more exciting and unique experiences, with costume parties and throwback events seeing huge popularity boosts.

• There was a 44% increase in attendance at throwback events focused on nostalgia for the 80s, 90, and 2000s in the US in 2023. (Source)
• 61% of 21- to 35-year-olds (and 55% of all event-goers) are leaning into their sense of adventure. (Source)
• 53% of event organizers plan to put on more events in 2024, and 9/10 event attendees plan to attend the same or more events in 2024. (Source)
• 41% of 21- to 35-year-olds would be enticed by different or unusual merchandise to commemorate a special experience. (Source)
• 69% of event attendees would rather splurge on an experience over material goods. (Source)
• 41% of 21- to 35-year-olds enjoyed wearing themed outfits with friends to events/concerts. (Source)

Health-conscious events are becoming more popular

Event attendees aren’t just looking for a good time — they also want experiences that make them feel great. We’re seeing more than half of attendees actively seeking events that support health and well-being, and no- and low-alcohol events are gaining traction, with organizers making real strides in incorporating wellness into their offerings.

• 54% of 21- to 35-year-olds would find an event offering zero-proof and low-alcohol drink options appealing, and 64% would actually pay a higher ticket price for such an event. (Source)
• 63% of total consumers and 65% of younger attendees favor events empowering attendees to take control of their well-being, health, and longevity. (Source)
• 65% of US event attendees reported that attending gatherings made them feel happy, and another 55% said they left feeling energized. (Source)
• Eventbrite connected 6 million people to health and wellness events in 2023. (Source)
• Low- and no-alcohol events grew globally by 73% on Eventbrite’s platform between January to September 2023. (Source)
• Athletic events, such as paddle board yoga and city strolls for singles, have increased 136% on Eventbrite, and so have friend-making events, like slow girl run club and speed friending (82% increase). (Source)

Attendees are using events to socialize and meet new people

Attendees are increasingly turning to events for real, meaningful connections rather than online interactions. Smaller, intimate gatherings are becoming the go-to for forming both romantic and platonic relationships.

• 376K people attended dating and singles events in the last year, and there were +1.5 million total site searches on Eventbrite for “dating and singles events”. (Source)
• 28% of Gen Z and 23% of Millennials voted that their preferred “meet-cute” scenario was to meet someone at an event. (Source)
• 33% of respondents anticipated that they’ll meet a potential romantic partner at a recreational activity like a dance class, or a painting workshop, 25% believe it’ll be at a music festival and 17% think they’ll meet “the one” at a comedy show. (Source)
• 53% of event attendees reported that they’re annoyed by people using their phones at live events, and 71% of attendees believe using phones to record an event is becoming too much.  (Source) 
• 31% of event organizers say they host events primarily to foster connection. (Source)
• 73% of attendees would rather stick with their friends than meet new people when attending an event or live experience during the summer. (Source) 
• Dating and singles events are increasingly popular, with attendance rising by 42% from 2022–2023, and reaching 49% in 2024. (Source)

Nostalgia-inducing events that encourage attendees to dress up are performing particularly well, but those that go all-in with elaborate set dressing and immersive elements, like Wasteland Weekend, truly stand out. 

So, get creative and design an experience that’s as unforgettable as it is unique.

Stay ahead of the game with updated event industry statistics 

Having a list of event statistics is one thing, but knowing how to put them into action is another.

At Eventbrite, we understand this distinction. That’s why we offer new tools, integrations, and resources to help you meet new attendee demands and stay ahead of industry standards. It’s also why we don’t just rattle off numbers in our event trend reports — we break down what the stats mean, include interviews with real event organizers at the forefront of innovation, and offer practical tips and advice on implementation.

If you want to stay ahead with the latest event trends, check out our latest report.