Horizon Media Research Reveals "Seismic Shift" In Brands' Live Entertainment Engagement Strategies

"Redefining Live" study exposes how younger generations' multi-layered participation demands fundamental shift in how marketers approach real-time experiences

NEW YORK, Sept. 25, 2025 /PRNewswire/ -- Traditional live experiences are undergoing a fundamental transformation as younger audiences abandon single-screen consumption in favor of layered, multi-platform engagement that extends far beyond the original event, according to comprehensive research from Horizon Media's Futures Group.

The agency's three-part "Redefining Live" report series, based on a national survey of 2,000 U.S. adults and extensive cultural analysis, reveals that "live" has evolved from a single moment in time to a multi-dimensional experience spanning real-time participation, social amplification, and long-term cultural impact.

"We're not just witnessing the end of the old live model—we're seeing the birth of something richer," said Michele Donati, EVP, Chief of Futures, Horizon Media's strategic foresight unit. "For younger audiences, every live moment is now layered, participatory, and emotionally loaded across platforms and time. This isn't a trend—it's a glimpse into the future of all media."

The New Live Ecosystem: Three Layers of Engagement

The research identifies a fundamental shift from traditional live viewing to what Horizon calls the "New Live Ecosystem," comprising three distinct layers:

• Real-Time Hype: The immediate experience of live content across multiple screens simultaneously 
• Social Reverb: Active participation through memes, commentary, and social media interaction 
• Cultural Afterglow: Long-term engagement through highlight reels, fan edits, and ongoing community discussion

The data reveals dramatic generational differences in how audiences define and engage with live experiences. 

For example, Millennials and Gen Z are twice as likely as older generations to define something as "live" based on social conversation rather than real-time viewing, with 40% saying fan edits and commentary shows are more entertaining than original content.

The Economic Reality Reshaping Live Attendance

The research exposes how economic pressures are fundamentally changing live event attendance strategies. In an era of "funflation" and $600 nosebleed seats, younger audiences are applying strategic thinking to live events, evaluating them based on four key factors:

• Cost vs. Value: Millennials and younger are 27% more likely than Gen X to skip events that don't meet their expectations
• Community Connection: They're 33% more likely to attend events that create shared experiences
• Cultural Clout: They're 68% more likely to attend for bragging rights and social shareability
• Content Creation Potential: They're twice as likely as Gen X to attend if it offers social media content opportunities

"Every ticket purchase has become a strategic investment in social currency," the report notes. "Younger audiences aren't just buying access to an event—they're buying the right to participate in ongoing cultural conversations."

Platform Fragmentation Within Households

Relative to family dynamics, the research reveals how live experiences are fracturing even within individual households. While 84% of Gen X still uses television as their primary screen, Gen Z sports fans are twice as likely to watch via influencer livestreams rather than official broadcasts.

This fragmentation creates what researchers call "asynchronous family viewing," where the same live event gets experienced and interpreted differently depending on each viewer's platform choice and participation style.

• Gen Z sports fans are 63% less likely than Gen X to watch official broadcasts
• Over half of all live event participants say social media interaction during events deepens their emotional engagement
• 58% explore featured talent after events, even if they didn't watch the original live experience

The Rise of Niche Micro-Events

The research also identifies a significant trend toward highly specific, community-driven live experiences that prioritize emotional connection over mass appeal. From K-pop-themed glass staining workshops to 24/7 cat sanctuary streams, these "micro-events" deliver what researchers call "high emotional ROI at a fraction of traditional costs."

Key findings include:

• 76% of adults cite "community connection" as a primary motivation for live event attendance
• 78% say attendance "depends on personal passion or fandom" rather than general entertainment value
• Over half would pay premium prices for technology-enhanced live experiences

What It Means for Brands

The research reveals that traditional brand sponsorship models are inadequate for the new live ecosystem. Only 22% of respondents say prominent branding leaves lasting impressions, while 31% prefer entertaining brand integrations during events.

For brands, the message is clear: showing up is no longer enough. To win the new live, marketers must shift from passive sponsorship to participatory storytelling—activating across all three layers of engagement and delivering emotional ROI on the ground and online.

The report recommends brands adopt new measurement approaches that track engagement across all three layers of the live ecosystem, rather than focusing solely on real-time viewership or attendance figures.

About the Research
The "Redefining Live" series combines quantitative survey data from 2,000 U.S. adults with cultural analysis and expert interviews. The research was conducted by Horizon Futures, Horizon Media's strategic foresight unit, designed to help brands navigate emerging cultural and technological shifts. The "Redefining Live" report series is available here:

• Report 1 – The Next Evolution of Experiences
• Report 2 – The Shifting Value of "Live"
• Report 3 – The Future of Live Experiences

About Horizon Media
Horizon Media, the largest independent media agency globally, delivers data-driven business outcomes for some of the most innovative and ambitious brands. Founded in 1989, headquartered in New York, and with offices in Los Angeles and Toronto, the company employs 2,400+ people and has media investments of more than $8.5 billion. Horizon Media's fundamental belief is that business is personal, which drives its approach to connecting brands with their customers and engaging with its own employees, resulting in industry-leading workplace satisfaction levels (Glassdoor). The company is consistently recognized by independent media outlets for its client excellence and has earned several "Best Workplaces" awards reflecting its commitment to DEI and the life and well-being of everyone at Horizon Media.

SOURCE Horizon Media