Gen-Z, the millennials are becoming the driving force behind the live events boom in India

Tanvi Shirgaonkar is counting down to January 24, when she will finally see Japanese artiste Fuji Kaze, famous for his song ‘Shinunoga E-Wa’, perform at Lollapalooza India in Mumbai.

The 29-year-old banking professional said the show will be the first of many concerts and live events he plans to “practice” this year. A fan of South Korean pop group BTS, Shirgaonkar attends live shows every two months, mostly in Mumbai, and travels abroad at least once a year to see his favorite artists perform.

“Live entertainment offers a collective, immersive experience, and that’s great for social media’s reputation,” the millennial told CNBC.

Shirgaonkar is one of a growing tribe of young Indians whose rising disposable incomes are fueling the country’s entertainment industry.

It will be in India between 2024 and 2030 the highest According to an April 2025 report by Bain & Company, the global working-age population is expected to increase by more than 100 million people.

India’s working age population between the ages of 15 and 59 is currently 64.2% of the total population and is expected to 65% stays close over the next decade, according to government figures.

Per capita income is also projected to grow the fastest among five emerging markets, including China, Brazil, Mexico and Russia.

This demographic shift is fueling demand for live entertainment.

Companies including ForeverDistrict operator Live Events Platform and popular online ticketing platform BookMyShow are among those betting on the trend.

Last year, the entertainment sector of India grew by 17%, Kazinform informs BookMyShow. In 2025 alone, 34,086 live broadcasts including concerts, theater shows and comedy shows took place in India.

Several major international tours helped the growth. These include Coldplay’s Sphere Music tour in Ahmedabad and Travis Scott’s Circus Maximus tour, which ended in India with shows in New Delhi and Mumbai.

“Seventy percent of live attendees are under 35 and 52 percent are under 30,” said Raghav Anand, partner and head of digital, media and convergence at consultancy EY Parthenon.

Anand said the Coldplay concerts were a turning point for the sector in India, reflecting the scale of demand and the country’s ability to host global productions.

“(Coldplay’s) rise to the occasion has won over a lot of people in the experience bracket,” Anand said.

International artists are adding several cities in India to their tour schedules with the help of digital platforms that make their work available to a nationwide fan base.

A key driver of the growth of live events is the increasing number of affluent households, which gives consumers more disposable income to spend on experiences, industry experts say.

“Once you’re rich, it’s about new experiences,” Anand said.

Naman Pugalia, chief business officer of BookMyShow, described the growth of live events as “a true renaissance” that is placing more emphasis on how audiences spend their leisure time.

This change is reflected in the growing demand for premium offerings. According to a report by BookMyShow, attendance at premium live event experiences, including VIP pits, viewing decks and extended hospitality areas, is set to double in 2025.

The shift is not limited to large megacities. Small towns are growing rapidly, which Pugalia attributed to the increasingly fluid nature of fandom across the country.

“Fandom is such a powerful force that it doesn’t know levels or metro, non-metro definitions,” he said, noting that demand is no longer limited to traditional cultural centers.

According to BookMyShow, in 2025, visitors to live entertainment will increase by 213% in Shillong, 188% in Guwahati and 94% in Nashik.

India goals To be among the top five live entertainment venues in the world by 2030, according to a government forecast document published last May.

The rapid growth of the sector is spreading to other parts of the economy. Coldplay Ahmedabad concerts alone created According to an EY report last May, hospitality, retail, transport and tourism have an economic value of 6.41 billion rupees ($70.5 million).

Organizers and ticket outlets are investing in bigger venues, better security measures and better crowd management to keep up with demand.

However, infrastructure remains a constraint. According to a government white paper, India has fewer than 10 purpose-built concert venues capable of holding audiences of more than 10,000 in major cities, and almost none in smaller urban centers.

“Expectations have increased,” Anand said, citing the need for smoother entry and exit, better facilities and higher overall production standards.

Coldplay’s India tour in 2025, in particular, was a “real turning point” for India’s entertainment industry, Anand said, helping to establish Ahmedabad as a viable concert destination.

Looking ahead, he said the industry is nearing a tipping point. “2026 (is) going to be a new year,” Anand said, as live entertainment plays a significant role in India’s consumer economy.