Eventbrite's New Report Reveals Emergence of "Fourth Spaces" As Gen Z and Millennials Look to Bridge Their Digital and Physical Worlds
Research Shows Interest-Based Gatherings Are Becoming Critical Spaces for Forming Friendships and Self-Discovery
Today, a new cultural intelligence study by Eventbrite reveals that Gen Z and Millennials are pioneering a major shift in social connection, moving beyond traditional social settings to create Fourth Spaces™ – gatherings that transform online interests into meaningful real-world connections and self-discovery opportunities.
While young adults have spent years cultivating digital identities and finding community online, research1 shows they're now eagerly seeking ways to bring these connections into the physical world, with 95% interested in exploring their online interests through in-person events.
"What we're seeing reveals a pivotal moment in how young people build community," said Julia Hartz, Co-Founder, CEO, and Executive Chair of Eventbrite. "This generation has unlocked something powerful – they're transforming online interests into dynamic, in-person spaces where both community and identity take shape. What started as digital passions are becoming catalysts for meaningful real-world connections and personal discoveries, happening on their own terms."
Key findings from the study reveal the deeper purpose for these spaces, with forming friendships – something that's notably hard to do as an adult – leading the way:
- Forming friendships: 84% of interest-based event attendees have developed close friendships through these gatherings
- Demanding in-person experiences: 73% of 18-to-35-year-olds plan to attend live events in the next six months
- Creating community through shared interests: 45% of people surveyed cite belonging and identity as key motivators for joining communities
- Finding personal growth opportunities: Nearly half of the people surveyed (45%) report that these experiences enhanced their sense of self
- Blending experiences: 79% of people surveyed are drawn to events that mix multiple interests into unique social experiences
The research identified six major types of Fourth Spaces where digital interests are coming to life, and Eventbrite's numbers2 show these gatherings are taking off:
- Culinary Circles: Food-related events like intimate supper clubs and specialized cooking workshops grew by 35% on Eventbrite, with 49% of Fourth Space Seekers interested in attending more culinary gatherings
- Live Social Shows: Concerts and live comedy events, such as stand-up or improv shows, are reimagining performance spaces as community hubs, with formats like alternative music seeing triple attendance
- Game-Based Gatherings: Board game events increased by 8x as gaming communities move from screens to tables
- Creative Classes: Crafting events are booming, with a 34% rise in jewelry-making classes and a 44% rise in crochet events
- Fandom Festivities: Cosplay events saw 50% attendance growth while anime events increased by 20% as fans brought their online communities to life
- Healthy Hangouts: Wellness gatherings like running events surged by 130%, while sober-curious gatherings grew 92% as people look for conscious connections
Participant testimonials reveal the transformative impact of these gatherings:
- "Meeting people like me made me feel less alone – and more at home and seen." (19-year-old male)
- "It helped me connect with people nearby who are trying to accomplish similar goals in their lives." (23-year-old female)
- "The people I met created a feeling of belonging I hadn't felt in some time. Meeting total strangers who felt comfortable around me allowed me to open up and be more of myself." (30-year-old male)
Download Eventbrite's Fourth Spaces study here and access media assets here.
Survey Methodology
1This survey was written in collaboration between Eventbrite and dcdx. The survey was distributed in an online format to 2000 respondents in the U.S. ages 18 to 35. The survey was fielded from December 9th, 2024 to December 12th, 2024. Each survey took approximately 6 minutes to complete.
Eventbrite Platform Data Methodology
2Eventbrite platform data across the U.S. between 2023 and 2024.
About Eventbrite
Eventbrite is a global events marketplace that serves event creators and event-goers in 180 countries. Since its inception, Eventbrite has been at the center of the experience economy, transforming how people organize and attend events. The company was founded by Julia Hartz, Kevin Hartz and Renaud Visage, with a vision to build a self-service platform that would make it possible for anyone to create and sell tickets to live experiences. With over 300 million tickets distributed for over 5 million events in 2023, Eventbrite is where people worldwide discover new things to do or new ways to do more of what they love. Eventbrite has also earned industry recognition as a top employer with special designations that include a coveted spot-on Fast Company's prestigious The World's 50 Most Innovative Companies and Fast Company's Brands That Matter lists, the Great Place to Work® Award in the U.S., and Inc.'s Best-Led Companies honor. Learn more at www.eventbrite.com, and follow us on socials @Eventbrite on Facebook, Instagram and TikTok.
View source version on businesswire.com: https://www.businesswire.com/news/home/20250128081264/en/
Press Contact
[email protected]