Summary of this article
78% of Indians prefer experiences over products.
Live events market reached Rs 13,000 crore in 2025.
Gen Z is budgeting for experiences alongside savings.
The Indian consumer economy is entering a phase where people want experiences that matter just as much as what they buy. From music concerts and comedy shows to festivals and immersive brand events, consumers are increasingly spending on moments that offer participation and connection. A report by EY-Parthenon and BookMyShow reveals that more than 78 per cent of Indian consumers say they prefer experiences over products. Recently, India has witnessed a growing environment of live events, be it Sufi nights, bhajan clubbing, music events, or festivals and concerts. With several events taking place all across the country, this market has accumulated nearly Rs 13,000 crore in 2025.
More than 10 lakh people have travelled for live events over the past two years. This reveals that there’s an appetite for experiences that are no longer concentrated in just the metros.
At the heart of this change is a developing relationship between consumers and brands. Traditionally, brands used to go to extreme lengths to receive a positive response; however, experiential segments have a different result. Audiences seek them. This is significant because consumers are increasingly looking for experiences that reflect their beliefs, identity and interests. A concert, festival or cultural celebration is not simply entertainment; it is a space for socialising. For brands that are present, being part of that environment can therefore create a deeper connection rather than just placing advertisements alongside.
How Money Is Viewed Here?
For Gen Z, this shift is seen in changing the way money is viewed. Instead of saving every single penny they earn for a huge physical possession, many young consumers are creating budgets for concerts, travel, workshops, festivals and other major experiences. This is what they call a “fun fund”. It reflects their behaviour and attitude towards money.
There is also a generational difference that makes this difference significant. Gen Z has grown up in an environment where experiences are highly visible and shareable, with social media hypes making travel, concerts, and events a huge part of one’s social identity. The appeal is not just the money; it is memories- something to look to and reminisce about over the years. At the same time, this does not indicate that Gen Z spends impulsively. As per another report by SalarySe, it was shared that more than 5.2 lakh salaried Gen Z users have found that over 70 per cent of their monthly spending goes towards everyday needs and financial commitments.
“As an early-career professional, I believe work-life balance is essential. How one spends time and money outside of work is entirely different from person to person. I noticed that the older workforce relied more on lavish and comfortable living by buying possessions, as it brought them resonance with their colleagues and peers. However, most of the new workforce, specifically Gen-Z, leans more towards gathering experience. Be it travel, stand-up shows, organised marathons, premium arcade experiences or concerts and festivals, the younger crowd prefers to gather experiences, as it is a way of life for us. Possessions feel like a burden, whereas experiences help us feel liberated. Experiences will be memories that we can cherish later, and possessions will always be present in our lives,” says Dhruv Jaipuria, a recent graduate from VIT Vellore.
For young professionals, the emerging goal may not be choosing between saving and spending but to make room for both. A well-funded corpus, regular investments and controlled spending allow young consumers to enjoy experiences without sacrificing financial security in the long run.
