Live event demand remains strong heading into 2026, but rising ticket prices are changing how fans approach their purchases. As ticket costs increase, more buyers are turning to ticket protection to safeguard their investment.

A recent survey from Allianz Partners found that 87% of respondents plan to attend at least one live event in 2026, reinforcing the continued strength of the live entertainment market. The survey included nearly 1,000 consumers who previously filed and received payment for a ticket protection claim between April and October 2025.

Live Events Remain a Major Spending Priority

According to the survey, live events continue to be a consistent part of consumer entertainment spending.

• 71% of respondents attend at least three ticketed events per year
• Concerts remain the most popular event type, cited by 65% of respondents

Looking ahead to 2026, consumers reported plans to attend:

• Large venue concerts – 52%
• Local sports or entertainment events – 32%
• Professional sporting events – 24%
• Comedy shows – 23%

For ticket sellers and operators, these trends reinforce a familiar reality: demand for live entertainment remains strong across multiple event categories.

Higher Prices Are Changing Consumer Behavior

While demand remains high, the survey highlights how rising ticket prices are influencing purchasing decisions.

• 85% of respondents said they purchased ticket protection to safeguard their ticket investment
• 15% said they purchased protection for peace of mind
• 63% believe tickets priced above $100 should be insured

As ticket prices climb, especially for high-demand concerts and premium seating, buyers are increasingly viewing tickets as a meaningful financial commitment rather than a casual purchase.

The Most Common Reasons Fans Miss Events

Even with a strong interest in attending live events, unforeseen circumstances can prevent fans from showing up.

The most common reasons cited for missing an event were:

• Illness or injury affecting the attendee or their companion – 50%
• Illness or injury involving a close family member – 30%

Among survey participants, 69% reported having ticket protection for every event they ultimately missed, while 29% had coverage for some of those missed events.

Travel Is Often Part of the Live Event Experience

Another notable trend is the frequency with which fans travel for live events.

The survey found that 60% of respondents expect to travel more than 50 miles to attend a ticketed event. When transportation, lodging, and other expenses are factored in, the total cost of attending an event can extend far beyond the ticket price itself.

This added cost further explains why many fans now see ticket protection as a practical safeguard.

What This Means for the Ticketing Industry

For those operating within the ticketing ecosystem, including brokers, marketplaces, and ticketing platforms, the data reinforces two key trends:

1. Demand for live events remains strong
2. Consumers are becoming more mindful of protecting higher-value purchases

As ticket prices continue to rise across concerts, sports, and other live entertainment, services like ticket protection may become an increasingly common part of the purchasing experience.

The survey results ultimately point to a broader shift: fans remain eager to attend live events, but they are approaching ticket purchases with a more investment-focused mindset.