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 information collected between 2023 and 2025, covers approximately 9,900 events and over 412 million recorded transactions, providing an accurate and strategic snapshot of audience behavior and the new directions of the market.
Among the main highlights is the growth of Generation Z, which already accounts for 36% of consumers at live events. This highly connected and demanding group has driven profound changes in consumption dynamics and expectations regarding the audience's experience. They are consumers who 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 such as beverages and the way events are structured.
The analyzed data reflect the actual behavior of users within the Zig platform, not projections based on intention surveys. According to David Pires, the company's CIO, the methodology ensures a more accurate understanding 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 insights with a high degree of applicability, essential for companies seeking innovation and efficiency in a highly competitive sector.
The report also highlights a significant increase in 2024, leading in the number of events with over 4,400 held, surpassing the 3,380 recorded in 2023. In 2025, despite the data still being in consolidation, more than 2,100 events have already been recorded so far. The transactional evolution accompanies this growth: there were 192 million transactions in 2024, compared to 134 million in 2023. By mid-2025, more than 85 million transactions had already been recorded, indicating that the pace of consumption remains strong.
Another relevant data point is the consolidation of smaller events, which today account for 65% of the total analyzed. This structural change reflects the diversification of the sector, which is beginning to incorporate more agile and personalized formats, such as artist tours, sports experiences, and hybrid events. Conversely, large festivals and mega-events account for only 15% of the total volume. The trend points to a more decentralized, dynamic, and regionally sensitive market.
The geographical distribution also reveals a scenario of progressive decentralization. The Southeast still leads comfortably, with around 6,700 events held during the period, accounting for more than 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 a consistent expansion of the industry beyond the major centers, broadening access to culture and entertainment and opening new business opportunities for producers and brands.
The report also provides a detailed overview of payment methods, consumption habits, and participant profiles, serving as a strategic guide for decision-making in a sector that is constantly reinventing itself. The data reveals an audience eager for unique experiences, valuing practicality, cultural connection, and digital interactions, factors that are redefining what is expected of a live event in 2025.
