Amid Coldplay's concert in India, how it's a new era of experience economy and cultural connection

India is witnessing a cultural shift as live concerts become a cornerstone of entertainment for its youth. With a growing preference for experiences over material possessions, Generation Z and Millennials are redefining how they spend their time and money.

This change is not just about music; it’s about creating memories, fostering connections, and being part of something larger than oneself. The upcoming Coldplay concert at Ahmedabad’s Narendra Modi Stadium on Republic Day 2025 serves as a perfect example of this transformation.

Not only will it be the band’s largest stadium performance in India, but it will also be streamed live on Disney+ Hotstar, making it accessible to millions across the country. This industry-first approach reflects the evolving nature of live events in India, where inclusivity and technology are reshaping the concert experience.

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Youth Prioritizing Experiences Over Possessions

The rise in concert culture is closely tied to shifting consumer behavior among young Indians. A recent report revealed a 39% year-on-year increase in concert attendance, driven by Generation Z’s preference for experiences over materialistic possessions. For today’s youth, attending a live event is not just about music; it’s about being part of a community, sharing moments on social media, and building memories that last a lifetime. This trend is not confined to metropolitan cities alone. Smaller towns and Tier 2 cities (Kanpur, Shillong, Gandhinagar, and others) are also experiencing a surge in demand for live events, with some regions reporting over 682% growth in Live-events. The cultural resonance of these events—especially when aligned with significant occasions like Republic Day—adds an emotional layer that appeals deeply to young audiences.

Boom in Tourism

The rise of live concerts is also catalyzing a tourism boom in India. As international artists like Coldplay choose iconic venues such as Ahmedabad’s Narendra Modi Stadium—capable of hosting over 132,000 attendees—the concept of ‘concert tourism’ is gaining traction. This phenomenon involves fans traveling interstate or internationally to attend performances, significantly boosting local economies through spending on accommodation, dining, and transportation. Ahmedabad’s upcoming Coldplay concert has positioned the city as not just a cricket capital but also an emerging entertainment hub. To accommodate the influx of tourists, the city has initiated new infrastructural projects aimed at enhancing visitor experience. This includes improved transportation networks and upgradedhospitality services. Such developments not only benefit concert-goers but also create long-term value for the city as it positions itself as a destination for global events. The rise in disposable incomes among Indian consumers has further fueled this demand for high-quality live entertainment experiences. As these concerts attract both domestic and international tourists, they contribute significantly to India’s tourism industry while enhancing its global reputation as a cultural hotspot.

Catalyst for Economic Growth

The surge in live music concerts across India is proving to be a significant driver of economic growth. According to a Bank of Baroda report, the ‘concert economy’ has generated an estimated ₹1,600-2,000 crore in just three months, with projections suggesting an annual potential of ₹6,000-8,000 crore if the trend continues. This growth is fueled by increased private consumption in sectors such as food and beverages, hotels, transportation, and merchandise. Ticket sales alone have contributed ₹1,000-1,200 crore during this concert season. The multiplier effect of these events extends beyond direct spending. For instance, the hospitality and transportation industries have seen a surge in demand due to concert-goers traveling across cities. Additionally, the gig economy is benefiting significantly through employment opportunities for event staff, vendors, and performers. The government also gains from higher GST collections on ticket sales and related services like hotels and dining. With GST rates for tickets typically in the upper bracket (18% for most cases), these events are becoming a substantial source of revenue for the exchequer.

Democratizing Access Through Technology

Traditionally, attending a global artist’s concert in India was limited to those who could afford tickets and travel to major cities. However, streaming platforms like Disney+ Hotstar are breaking these barriers. By broadcasting Coldplay’s concert live, the platform is democratizing access to high-profile events, allowing fans from all corners of the country to participate virtually. This move not only fosters inclusivity but also highlights how technology is revolutionizing the entertainment industry. Moreover, Disney+ Hotstar is enhancing the virtual experience by offering behind-the-scenes content and immersive visuals that replicate the magic of being at the venue. This innovative use of technology underscores how streaming platforms are evolving into more than just delivery channels—they are becoming integral to the artistic experience itself.

Conclusion

The growing popularity of concerts in India reflects more than just an appetite for music—it signals a cultural and economic transformation driven by young consumers who value experiences over possessions. With technological innovations making these events more inclusive and accessible, and with significant contributions to tourism and local economies, live concerts are becoming a powerful force shaping India’s entertainment landscape. As global artists like Coldplay continue to choose India as a key destination for their tours, this trend is set to grow further—cementing India’s position as an emerging hotspot for world-class live entertainment.