How to create an unforgettable experiential entertainment experience

In today’s entertainment landscape, consumers have an extensive array of options across various price points, from luxury multi-week cruises costing thousands of dollars to local exhibitions that are often affordable or even free, requiring minimal time commitment. In this context, the primary goal of our M&E Pulse Poll is to uncover key shifts in consumer purchasing behavior and future entertainment preferences—insights that will enable our clients to identify growth opportunities and drive long-term value.

When asked what M&E experiences they’ve bought in the past year, consumers globally point first to local and live entertainment, purchased by 48% and 46%, respectively. In the coming year, local and live entertainment continue to shine compared to alternatives. They will be purchased by 84% and 83%, respectively. On a regional level, Americans profess themselves more likely to purchase a casino visit in the coming 12 months (66% vs. 49% globally), and APAC consumers are more inclined toward theme parks (74% vs. 65% globally). 

Variations also emerge between generations. Younger consumers are especially eager to participate in entertainment activities, attending more events and paying more money for them. Gen Z, in particular, are happy to pay for a better experience. And they’re not intending to rein back their spending. In the coming year, both Gen Z and Millennials are more likely than the average consumer to be planning to spend more on almost all entertainment activities.

In the Experiential space, many digital tools ranging from discovery to booking, payments and wearables have become largely standard. The next frontier for companies isn’t just reducing friction, it’s identifying which emerging tools and technologies will truly enhance the customer journey. But the real challenge lies in building the agility to rapidly assess, develop, or acquire these tools—and deploy them at scale as consumer expectations evolve.

In our poll consumers globally single out digital tools as an important factor in improving the entertainment experience. The three digital capabilities that they find most useful are digital ticketing, maps and wayfinding tools, and contactless payments and check-in.

Our research confirms that the use of technology is appreciated by all age groups, not just younger people. That said, the digital features that people find most valuable do vary between the generations.

Companies need to fully understand not just which digital features are in demand, but how various customer segments engage with them. Older generations like baby boomers and the silent generation born before 1945, for instance, are increasingly adopting technology, but may be less likely to use certain platforms or features. For instance, they may need more user-friendly interfaces such as larger, simplified designs that enhance their experience.

Younger consumers, on the other hand, place particular value on in-app customer service and support (Gen Z 68% and Millennials 70% vs. 61% globally), wearable technology integration (Gen Z 67% and Millennials 68% vs. 59% globally), and access to exclusive digital content (Gen Z 60% and Millennials 61% vs. 54% globally). Younger generations’ desire for speed and efficiency makes technology particularly vital for them when purchasing theme park experiences: For example, two-thirds (66%) of Gen Z respondents plan to buy fast/priority passes to theme parks in the coming year, compared to only 59% of all consumers.

While social sharing features doesn’t rank as high among consumers globally as other features, a significant generational difference emerges in this area: Gen Z and Millennials rank them more highly (64% and 62%, respectively vs. 52% globally). In the coming years, social media will play a growing role in enhancing the overall experience as well as acting as a powerful marketing tool for companies to drive pre- and post-visit engagement. 

It came as no surprise that family and fun topped the list of emotional motivations for consumers to engage in an in-person experience. According to a recent EY report, How will your decisions today shape the future for generations to come? there has been a generational shift in attitudes. More specifically, Gen Z and Millennials conceptualize work and leisure compared to their parents.

To navigate such shifts successfully, companies must create experiences and services that tap into a new set of psychographics. Younger generations prioritize work life balance, flexible and independent environments, new cultural experiences, continuous learning and deriving meaning from whatever they do.

Changing motivations also present technology considerations—and opportunities. Companies have understandably aimed technology at making customers’ experiences easier and more efficient. However, digging deeper, they should also consider how digital tools can help them meet the emotional needs of a new generation of customers. Gen Z, for instance, has a greater desire to seek new and novel experiences than the global average (41% vs. 27% globally). Companies need to examine what new capabilities/partnerships will be necessary to satisfy these needs.

Over the past decade, consumers have increasingly prioritized sustainably- and ethically-produced products and services. Until recently, such awareness was largely confined to younger generations. However, as our M&E Pulse Poll shows, older generations are also willing to pay for sustainable features such as the use of renewables, water conservation efforts and locally-sourced food options.

When buying entertainment experiences, most consumers globally voice a willingness to pay a premium for sustainable features such as locally sourced food (69%), contribution to local communities (67%), recycled or sustainable materials (60%), and eco-friendly waste management (also 60%). Both Gen Z and Millennials are significantly more receptive than older consumers to paying a large premium (>26%) for various sustainable features.

That younger consumers are willing to pay a premium for sustainable features is noteworthy, considering that they are generally in the lower socioeconomic groups by income. Regionally, Europeans were relatively less likely to be willing to pay the 26% premium for sustainable features.  

Summary

In a fast-changing and uncertain world, The M&E Pulse Poll underlines the enduring strength of consumers’ desire for immersive, in-person entertainment experiences. For companies offering these experiences, this presents major opportunities. But to reap the full benefits, they’ll need to make a continuous effort to understand how consumers’ motivations and preferences vary both by geography and age group. The keys to success? Combining insight, agility, and innovation to gain a clear view of what customers really want—and tailoring experiences to deliver it and unlock lasting growth.