Viagogo shares annual Year In Live Experiences Report
In partnership with Viagogo: Here's a rundown of how gig-goers and beyond have spent the last year...
Viagogo has released its annual Year in Live Experiences report, which reveals how fans across the UK and worldwide are travelling further than ever before in their search for live experiences.
What’s more, the ticketing marketplace’s monthly ticket-buying patterns reveals that fans aren’t just purchasing tickets around the usual summer peak. In 2024, the five months from May to September accounted for half of all ticket sales. Instead, 2025 ticket purchases in the months outside the summer stretch rose by 10%, signalling fans are turning live events into an all-year-round experience.
In fact, the trend even seems more notable heading into the holidays in the UK. Viagogo notes that November and December have emerged as two of the region’s more active months, with 26% more tickets sold compared to the same period in 2024. In short, you might just be getting some tickets to that dream gig under your Christmas trees this year.
As ever though, travel also played a major part in 2025’s live entertainment, with a 27% annual increase in UK fans buying tickets to international events. Part of that was down to Oasis fanatics who willingly travelled across the globe to see the band, heading thousands of miles to places like Buenos Aires, East Rutherford, Pasadena and Sydney.
However, it’s the 2025 sporting calendar that has inspired the most UK fans to travel abroad, with rugby, cricket, and the NFL dominating the top five most in-demand events. Those seeking a bit of sun and hopeful triumph at the Ashes helped Australia the most visited destination for British travellers, with the Melbourne Test emerging as the single hottest sporting event of the year.
Early indicators for 2026 also currently show strong demand for major international sporting fixtures. Italy vs England in the Six Nations is currently the most sought-after sporting event of the year, while demand is also building around the opening days of the fifth Ashes Test in Sydney.
Whether it’s sports or music, it’s fair to say that the unbelievable draw of live events is not going away anytime soon…