The Top 10 Trends Driving Live Events in 2026

The demand for real-world experiences has surged as consumers demonstrate a clear preference for doing something over having something, prioritizing moments with friends, family, and favorite performers.

As a company at the forefront of live event ticketing, we’ve seen this change firsthand, and we make it a priority to closely monitor fan purchasing trends to understand what drives sold-out shows and creates lasting loyalty.

Here’s what our data reveals about the year ahead for live experiences.

#1 Fans Prefer Premium Experiences

This year, we’ve seen that fans are willing to pay more for premium, all-inclusive experiences. We're seeing venues physically transform, ripping out general seating to build luxury, field-level clubs, and hospitality zones.

For example, the NFL’s Miami Dolphins 72 Club markets itself as "the most luxurious seating experience in all of South Florida sports and entertainment.​" Everything from the food and beverage offerings to the seat comfort and location is a deluxe offering with a price to match.

At Event Tickets Center, we've seen notable lifts in sales for high-end experiences like the Kentucky Derby and PGA Championship since introducing all-inclusive food and beverage options. These packages create a sense of value and excitement, encouraging higher spending on additional services and merchandise.

#2 International Sports Go Mainstream in the US

The NFL is, by far, the most popular professional sport in the US. One consumer survey found that 43 percent of respondents watch NFL games, and the NBA and MLB continue to be popular with US fans.

However, this year saw a surge in interest in international sports among US viewers. Soccer, already the most popular sport internationally, has gained massive traction, with sponsorships, ticket sales, and broadcast viewership all hitting record highs.

With the US co-hosting the World Cup in summer 2026, American fans are even more invested in global sports, driving massive demand and new purchasing behaviors.

#3 Stadium Shows Are the Norm

The concert landscape is literally bigger than ever.

Stadium shows, once reserved for the top artists and performances, are becoming increasingly common and expected, with a 60 percent increase projected for 2025. Collectively, stadium ticket sales are up 80 percent year-over-year.

Stadium shows offer a distinct fan experience, transitioning from intimate atmospheres to massive communal events complete with large-scale production, fireworks, and festival-like vibes.

The implications of this change are multifaceted. Stadium concert tours have become, as Time explains, "cultural phenomena and socio-economic markers," capable of influencing a country’s entire economy.

#4 Access Drives Loyalty to Family-Friendly Events

For family-oriented events, the experience around the show is now as important as the show itself. Brands like Monster Jam, Disney on Ice, and the Harlem Globetrotters are winning by offering pre-show opportunities to meet performers, take photos, or even touch the monster trucks.

Fans are willing to pay a premium for this access, driving real-time revenues while also building powerful brand loyalty that continues to pay off long after the event ends.

As the official reseller for the Harlem Globetrotters in their 100th year, we see firsthand the value these add-on experiences bring to consumers.

#5 Experiences Are a Go-To Gift

Tickets are the new top-tier gift as gift-givers prioritize experiences over possessions. This trend has implications beyond just ticket purchasing behavior, as fans seek unique ways to celebrate before, during, and after the event, influencing sales of merchandise, food and beverage, and other experiential opportunities.

In the past two years, we've seen total ticket sales increase between 12-15% from Q3 to Q4 as holiday events begin selling tickets, and people choose to give the gift of once-in-a-lifetime experiences to their loved ones.

#6 "Sport-tainment" Elevates Fan Enthusiasm

What is a sporting event? The lines are blurring.

The massive success of "sport-tainment" brands like the Savannah Bananas, which combines baseball with an entertainment spectacle, has become a fan favorite and a ticket-selling juggernaut, drawing more than two million fans while packing major league stadiums.

Similarly, high-profile fights, like Jake Paul vs. Mike Tyson, which was the biggest boxing gate outside of Las Vegas in US history and netted more than $18 million ticket sales, shows that fans are interested in the entertainment value as much as the sport itself.

#7 Consumers Are Looking for Community

A major trend for 2026 is why people are buying.

Consumers are increasingly seeking events that reinforce their identity and connect them to a passionate community.

For example, we see enormous demand for nostalgia tours like Creed, where fans unite to relive a shared past. We also see this in the massive success of artists who serve specific cultural fan bases, such as Los Temerarios and Aventura, or genre-blending artists like Jelly Roll, who have built a dedicated, personal following.

#8 Broadway Continues to Attract Consumer Interest

In October 2025, Hamilton (in its 10th year on Broadway) achieved its best-ever weekly gross of $4,042,906, while Wicked continues its reign as the highest-grossing show on Broadway, more than twenty years after its debut.

These shows attract a global audience looking for proven, high-quality productions.

As ticket prices rise and ticket availability becomes increasingly scarce, fans are seeking reliable options that guarantee a world-class experience.

#9 Variety is Thriving

There is an undeniable demand for live events. There is also immense diversity in the events dominating the charts.

At Event Tickets Center, we’ve seen a healthy, diverse ecosystem of consumer interest. We're seeing massive family events (Monster Jam, Disney On Ice), R&B icons (Usher), stand-up comedy (Gabriel Iglesias, Matt Rife), and "sport-tainment" (Savannah Bananas) all selling at incredible rates.

Today’s consumers aren’t a monolith, and their preferences for live events are as diverse as they are.

#10 Fans Want Transparency

The most important consumer trend is a non-negotiable demand for a seamless, transparent buying process.

With event ticket prices at their highest ever, fans demand to know exactly what they are getting for their money. They want transparent, all-in pricing, clear communication about ticket delivery timelines, and absolute honesty about obstructed views.

What This Means for Live Events in 2026

We are fully in the midst of the experience economy.

However, don’t count on consumers to be thoughtless spenders.

Consumers are savvy, and their purchasing power is being directed toward events that offer clear value, which can take many forms. Some want premium luxury and exclusive access, while others just want a seamless and honest transaction.

In 2026, we anticipate that consumers will continue to demonstrate a preference for doing rather than having. Their experience at every touchpoint, from ticket purchasing to sitting in their seats, will influence their loyalty and future purchasing decisions.