Europe is home to world-class festivals like Glastonbury, Tomorrowland, Rock en Seine, and Hellfest, making it something of a right of passage for Gen Z to attend them. And global superstars naturally make stops in iconic cities across the continent, such as London and Paris, during global tours. Last year Taylor Swift hosted more concerts in London than in any other city in the world, generating over £300M in revenues for the British capital. Brands need to understand Gen Z’s attendance and behavior at these events to make informed decisions about where and how to engage this demographic—who YPulse data shows are avid concert and festival attendees. YPulse’s WE Experiences report shows concerts and festivals are European young adults 18-24-year-olds’ third most popular type of experiences. But exactly how many European Gen Z actually go to them? In last year’s WE Music report, YPulse asked 18-24-year-old Europeans if they’ve been to a concert or a festival, and the number varies among the five countries we ask in: More young...
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