Zig, The Global Funtech, an international reference in solutions for the live entertainment market, has just released an unprecedented report with data revealing the ongoing transformations in the sector. The analysis, based on proprietary data collected between 2023 and 2025, covers approximately 9,900 events and over 412 million recorded transactions, providing a precise and strategic snapshot of audience behavior and the new directions of the market.
Among the key highlights is the rise of Generation Z, which now represents 36% of consumers at live events. This highly connected and demanding group has driven profound changes in consumption dynamics and audience expectations. These consumers value digital convenience, conscious choices, and personalized experiences, demanding more creative and authentic responses from brands and organizers. The growing presence of this generation already has a direct impact on sectors like beverages and how events are structured.
The analyzed data reflects the real behavior of users within Zig’s platform, not projections based on intent surveys. According to David Pires, the company’s CIO, the methodology ensures a more accurate reading of market transformations, as the data is captured in real time during Zig’s management and payment operations at events across Brazil. This approach provides highly applicable insights, essential for companies seeking innovation and efficiency in a highly competitive sector.
The report also points to significant movement in 2024, which leads in event volume with over 4,400 events held, surpassing the 3,380 mapped in 2023. In 2025, despite the data still being consolidated, over 2,100 events have already been recorded so far. Transactional growth follows this trend: there were 192 million transactions in 2024, compared to 134 million in 2023. By mid-2025, over 85 million transactions had already been recorded, signaling sustained consumer activity.
Another relevant insight is the consolidation of smaller-scale events, which now represent 65% of the total analyzed. This structural shift reflects the sector’s diversification, incorporating more agile and customized formats such as artist tours, sports experiences, and hybrid events. In contrast, large festivals and mega-events account for only 15% of the total volume. The trend points toward a more decentralized, dynamic market sensitive to regional particularities.
Geographic distribution also reveals progressive decentralization. The Southeast still dominates, with about 6,700 events held in the period, equivalent to over two-thirds of the national total. However, other regions are gaining traction. The Northeast appears with 1,670 events, followed by the Midwest (744), North (441), and South (368). These data indicate consistent industry expansion beyond major hubs, broadening access to culture and entertainment and opening new business opportunities for producers and brands.
The report also provides a detailed view of payment methods, consumption habits, and participant profiles, serving as a strategic guide for decision-making in a constantly evolving sector. The data reveals an audience eager for unique experiences, valuing practicality, cultural connection, and digital interactions—factors redefining what is expected from a live event in 2025.
