How to adapt to changes in audience behavior?

 Although ticket sales in Europe are generally growing, many events face challenges due to changing consumer behavior and market saturation. Younger audiences, shaped by COVID and the “on-demand” culture, are more selective: they spend less frequently but invest more in individual experiences and prefer flexible payment options. At the same time, the oversupply of large-scale events and rising production costs outpace demand, leaving even established festivals and artists with declining sales, a problem that secure and flexible ticket resale could help alleviate by reducing risk for fans and improving accessibility.