Tixel Releases Report on The Future of Ticketing, ‘The Live Equation 2030’

Australian-headquartered ticketing company Tixel has released a report on the future of ticketing, The Live Equation 2030.

Why it matters:

• Tixel commissioned global research firm Kantar to survey 5,107 people across the US, UK and Australia who have either bought a ticket in the past year, attended an event, or wanted to but were unable to.

• It identifies five key forces shaping the next era of live.

Key findings:

• Based on those surveyed, the report finds that a ticket must deliver five returns.

• The social return: 80% of respondents said bonding with friends and family is a key reason for going to an event.

• The financial return: the willingness to spend is there, but the price must feel justified, beyond pure affordability.

• The emotional return: 75% agree live events offer an emotional release, not just entertainment, and this is a payoff fans are banking on. The emotional return includes things such as anticipation, excitement, joy, and escape.

• The confidence return: 79% would rather pay more for a verified ticket than an uncertain one. They also value flexibility, and knowing that saying yes is reversible.

• The clarity return: 68% say the rise of AI and algorithms is making it harder to trust recommendations. Fans want to know what is real, what is fair, and what is worth trusting.

• “Deliver on all five returns,” says the report, “and the ticket sells itself. Miss one and fans start to do the maths.”

Global market snapshots:

• The report also investigates country-specific ticket-buying trends.

• 56% of US fans have paid what they considered a significantly inflated price on resale, at least once, vs 49% UK and 38% AU.

• 21% of US fans buy late, either closer to the event or at the last minute, vs 16% UK and 17% AU.

• 43% of US fans name ticketing platforms as their most trusted source, compared to 49% in the UK and AU.

Download:

• The full report can be downloaded here.